Independent work / Archive
Never Finished
“Winning is just for keeping score. I fight for meaning.”
- THE IDEA
- Pair spoken word with a boxer returning to the work, held together by the refrain “I fight for meaning.”
- MY ROLE
- Creative direction
- CLIENT
- Independent work
- ROLE
- Creative direction
- TYPE
- Portrait / Film
The campaign
Never Finished pairs a spoken-word script with the image of a boxer returning to the work. The voice looks beyond trophies and headlines to the effort that continues when nobody is watching, and to showing up for battles you may not win.
The refrain, “I fight for meaning”, holds the film together. It ends with a promise to keep going: “I am here to make a point. I am never finished.”
FROM THE FILM
Never finished. Still going.
Original film stills. Select any image to view it in full.
Have a brief in mind?
Creative direction, writing and cultural thinking across Arabic and English.