BBP Fight Club — campaign on a JCDecaux MUPI in the streets of Brussels
Social content — video & product photography for a campaign

BBP Fight Club — A Recipe Battle Taken to the Streets

To choose the next recipe for Babylone — BBP’s anti-waste bread IPA — the brewery ran ‘BBP Fight Club’: four prototypes named after Street Fighter characters (Sagat, Ryu, Ken, Chun-Li), shot boxing-gym style, with the public voting for the winner at a live tasting. I ran BBP’s social media for it — the product photography and the videos that carried the campaign online — and onto MUPI screens across Brussels.

Client: Brussels Beer ProjectCampaign: BBP Fight ClubBeers: Sagat · Ryu · Ken · Chun-LiRole: Social media — video & product photography
BBP Fight Club — the 8-second spot on a JCDecaux MUPI in Brussels
The 8-second spot, live on JCDecaux MUPIs across Brussels
BBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, BrusselsBBP Fight Club — Babylone prototype campaign, Brussels

Overview

Babylone is BBP’s flagship for sustainability — a bread IPA that replaces a fifth of its malt with surplus fresh bread. To pick its next recipe, the brewery turned R&D into a spectacle: ‘BBP Fight Club’, four prototype recipes with Street Fighter names, staged like a boxing showdown — 4 beers, 1 will survive, you choose.

My part was the social media: I directed, shot and edited the product photography and the campaign video (including the MUPI street-display cut), then helped cover the public tasting where people cast their votes.

What I Delivered

  • Product photography of the four prototypes, boxing-gym styled
  • The campaign video, incl. the MUPI street-display cut (‘4 beers, 1 will survive’)
  • Social coverage of the live ‘Winter Proto Night’ vote
  • A cohesive content set across BBP’s channels

Why This Piece Matters

A tasting becomes a title fight

Naming four prototypes after Street Fighter characters and shooting them like a boxing card turned an R&D decision into something people showed up and voted for.

Made for the feed and the street

The same shoot fed Instagram and an 8-second MUPI display — one idea, instantly readable whether you’re scrolling or waiting for a tram.