| Title | Hard Knocks |
| Agency | T&Pm |
| Campaign | Blind Fighter |
| Advertiser | iD Mobile |
| Brand | iD Mobile |
| Date of First Broadcast/Publication | 2016 / 8 |
| Business Sector | Telecommunications Services |
| Story | In Episode 1, Hoy describes how he was picked on at school: “People would always say, ‘How can you fight if you can’t see?’” Episode 2 explores the “guessing game” of fighting blind – with Hoy explaining how “he can’t see the punches” coming – but, once he grabs his component in the ring, “I forget I’m actually blind. Even if it’s just for five minutes, it just takes that feeling away, and you feel free.” Episode 3 illustrates how the sport has empowered Hoy to celebrate his individuality and master his fear. “A cold fear goes down your whole spine,” he says. “But then I realise, all of it’s in your head. I was born like this, but I’m not going to let it stop us.” |
| Philosophy | In the series, Hoy describes in his own words how the sport has helped him rethink his relationship with fear, taking on his own inner demons and using self-defence as a way of building his self-confidence and self-belief. |
| Media Type | Web Film |
| Length | |
| Audio | Scramble |
| Creative Partner | Micky Tudor |
| Creative Director | Dan Watts |
| Creative Director | Danny Hunt |
| Creative Team | Carl Storey |
| Account Planner | Matt Nixon |
| Producer | Adam Henderson |
| Business Director | Sam Lewis |
| Account Director | Eliza Sloss |
| Production Company | Carbon Digital |
| Producer | Nazneen Hosenie |
| Production Assistant | Tom Katter |
| Director | Simon Frost |
| Director | Ben Hanson |
| Director of Photography (DOP) | Phil Thomas |
| Animation | Thomas Brady |
| Animation | Kerry Akif |
| Animation | Riaz Farooq |
| Colorist | Simon Pearson |
| Senior Sound Designer | Ollie Usher |
| Sound Designer | Russell Bradley |
| Media Agency | Blue449 |
| Media Planner | Charlotte Clayton |
| Media Planner | Emma Putnam |
| Social Content Agency | AllTogetherNow |
| Social Content Planner | James Chanter |
| Social Content Account Manager | Ella Clay |