Black Dragon
We build people. Fighters are a result.
- Client
- Black Dragon College
- Year
- 2026
- Discipline
- Creative Direction & Strategy
- Duration
- Ongoing
- Location
- Lebanon and USA
- My role
- Brand and social strategy, Creative direction, Art direction, Content strategy, Campaign design
Overview
Black Dragon College is a Muay Thai school. I lead its brand and social strategy, creative and art direction, and the monthly content system that runs across posts, reels, stories, photography and sponsorship work.
01The brief
Build a stronger digital presence, communicate clearly what the college stands for, and grow awareness, followers and, over time, sponsorship and commercial opportunities.
02The real problem
The brand risked looking like one more fight-heavy Muay Thai page, relevant only to people who already compete.
What the college offers is broader: discipline, character, community, coaching, education and personal growth. That is what beginners, parents, younger athletes, future coaches, the local community and sponsors need to see.
03What I did
The strategy fits in one line: We Build People. Fighters are a Result.
I moved the content system away from constant fight results toward a deliberate mix:
- Education and beginner accessibility
- Personal stories, published only with the coach's approval
- Content that earns parents' trust
- Community and discipline
- Cinematic sports storytelling
- Conversion posts
The art direction stays dark, cinematic, premium and authentic. Real footage comes first, elite-fighter-only imagery is avoided, and local dialogue is kept where it fits, with English subtitles.
04The route I dropped
The first cut of the Black Dragon x PlayAholic reel missed the atmosphere. I reworked it into a cinematic, experimental sports film with sharper editing, motion blur, shutter drag, sound design, speed ramps and emotional pacing.
05What shipped
- 01Social media strategy
- 02Monthly content system
- 03Static posts and carousels
- 04Reels and stories
- 05Fighter photography direction
- 06Black Dragon x PlayAholic reel
- 07Sponsor deck and sponsorship positioning
- 08Recruitment and community content
- 09Event and campaign coverage
06Where it stands
The work continues as an ongoing monthly content relationship, and sponsorship positioning is under way. October 2026 alone was planned as eight static and carousel posts, four core reels and a bonus reel.
