Kojo Dwimoh

About

The CsCb Cup

I led Creative Direction on the CsCb Cup 2024, the first major tournament in Brixton under the CsCb banner. The challenge was to grab the attention of pretentious chess players, hobbyists and kids from ends and convince them to pay £20 to compete in a 100 player tournament.

My approach was to flip the script. I built a campaign around drama, dreams and a prize worth chasing. The hero film told the story of a young Black boy outsmarting an upper class grandmaster with the rudest checkmate possible, challenging outdated ideas of what intelligence looks like. I created the tournament identity with the tagline “one square richer,” using a green square to symbolise the cash prize, a visual that remains part of CsCb’s DNA today.

The result was undeniable. Over 20 master level players entered, all 100 tournament spots sold out, and even the 40 spectator tickets were gone, filling the venue to capacity for three days straight. The CsCb Cup arrived as a new cultural moment in chess.
Role: Creative Director

Director: Kojo Dwimoh
DOP: Jasper
Gaffer: George Robson
Editor: Kojo Dwimoh
Sound Design: Kojo Dwimoh 
and Shaun Sky
Grade: Phat Dance
Continuing to build the visual identity of the tournament amidst the hype, I designed and sold T-shirts. These were then promoted online using a distinct slow-motion format, featuring individuals spreading money in a flamboyant manner. I utilised local talent, from rappers like BXKS and Shaun Sky to cultural curators and documenters within London’s youthful creative bubble, such as 3stacks and Kehn9.
The tournament ran over two weeks. 
Week one hosted the group stages, with 4 separate groups playing over the weekend. There were 25 participants in each group, with the top 4 players from each progressing to the final 16, which was held the following weekend.


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