Overview

Overthrow Boxing was opening its second location — moving from its iconic Bleecker Street home into the heart of Los Sures, now known as Williamsburg. It was a cultural moment: a non‑conformist boxing institution planting roots in a neighborhood shaped by activism, Puerto Rican heritage, and decades of community resilience. Our task was to create a film that honored that lineage and introduced the new space with the grit, attitude, and authenticity Overthrow is known for.

The Story

To ground the film in the neighborhood’s truth, we centered the voice of Power Malu — a Puerto Rican New Yorker, activist, and longtime part of the Overthrow community. His narration ties the gym to the history of Los Sures, acknowledging the people who built the neighborhood and the spirit that still defines it.

The film becomes a portrait of a community that refuses to be polished or packaged. A dimly lit, sweat‑stained, anti‑establishment gym where people show up to work, to fight, to push themselves, and to belong. The story celebrates that rawness, the lineage of boxing culture, the neighborhood’s roots, and the energy that Overthrow brings into Brooklyn.

Approach

We leaned fully into the gym’s contrarian identity. The visual language is dark, moody, and grainy — a deliberate rejection of the clean, glossy aesthetic of modern fitness brands. We shot close, tight, and in motion, letting the bodies, breath, and rhythm of training drive the film.

Power Malu’s voiceover threads the film together, grounding the visuals in the cultural and historical context of Los Sures. His presence gives the piece weight — a reminder that this gym isn’t arriving in a vacuum, but stepping into a neighborhood with a history, and a reason to be there.

Output

One :60s Spot

Role

Director / DP