Campaign Against Living Miserably (CALM): Tyson Fury and the Invisible Opponent by AMV BBDO

Seven Stones and AMV BBDO have collaborated on a campaign for suicide prevention charity Campaign Against Living Miserably (Calm), encouraging those struggling with their mental health to open up and seek support.

The new work uses the context of sport – and heavyweight boxing champion Tyson Fury – to spark a conversation about the impact of mental health challenges, which is positioned as an invisible opponent.

Using real footage of Tyson Fury’s fight against fellow boxer Deontay Wilder from December 2018, MPC altered his opponent so that the audience only sees Fury moving around the ring, throwing and evading punches as his skin ripples with the impact of jabs.