The 4th Judge

Creative idea

Boxing is known as “the sweet science,” yet its judging system remains anything but scientific. Since the beginning of the sport, fights are decided by three human judges — often leading to controversial outcomes and public outrage. So The Ring decided to reimagine fairness by creating the world’s first AI boxing judge - The 4th Judge - trained on a century of The Ring’s data, from legendary bouts to modern fights. Using real-time computer vision, it tracked every punch, measured pressure, accuracy, and control, and delivered an objective scorecard—live during the match. It didn’t replace judges. It added a new voice powered by data, not emotion.

Brand name: The Ring
Advertiser / client: The Ring
Product / service: Boxing Event
Campaign name: The 4th Judge
Agency network: INDEPENDENT AGENCY
Agency: BigTime Creative Shop
Production company: Genosha
Web address: https://4th-judge.com
Agency chief executive officer: Mohammed Sehly
Chief creative officer: Rayyan Aoun
Creative director: Saymon Medeiros
Art director: Fadi Abdeen, Bruno Freitas
Account director (agency): Ziad Chehab
Additional company: ACD: Hazem Kamal