Obsession reimagines sports marketing by turning the Usyk vs. Fury rematch into a cinematic, surreal experience. Instead of a traditional fight promo, the campaign brought their rivalry to life—blurring reality and hallucination as the fighters became obsessed with each other. Through a mix of AI-enhanced face replacements, CGI transformations, and exaggerated performances, Usyk and Fury saw and heard each other everywhere, from daily routines to unexpected places. Their most iconic and viral trash talk became the soundtrack to their torment, making their presence inescapable. The film’s haunting adaptation of Kylie Minogue’s “Can’t Get You Out of My Head” reinforced the theme, adding a layer of playful irony and psychological tension. Designed for maximum shareability, Obsession spread across social platforms, fueling memes, reactions, and influencer engagement. By tapping into boxing culture, humor, and digital storytelling, the campaign transcended sports marketing, turning a fight promo into a global conversation piece.