the chance of a lifetime to honor the greatest of all time.


Celebrating his victories outside the ring
We were thrilled when we were asked by Lonnie Ali, on behalf of her husband and Generation Ali, to design a website that would coincide with the champ's 70th birthday celebration. Generation Ali is an organization that promotes Ali’s legacy and humanitarian accomplishments outside the ring to inspire a new generation.
Gliding through a legacy of greatness
We designed the parallax scrolling site to allow the user to glide through Ali’s legacy of achievements and his guiding tenets while perusing stunning photography from his robust archives. The site culminates with a short film narrated by Maya Angelou and a call-to-action to join the cause of Generation Ali.

A big "thank you" to our good friend, Michael Schwab who designed the Generation Ali logo and recommended us to
the Champ.

Project Scope

Research and Insights
Strategy & Positioning
Web / Mobile
Messaging & Content
Brand Voice / Tone
Creative / Art Direction