Christy x Wimbledon

Client: Christy
Project: Wimbledon 2024
Territories: Global

We teamed up with our friends at Rig2 on Christy’s 2024 Wimbledon campaign, ‘Icons Meet Icons’. The concept sees giant versions of Christy’s famous Wimbledon Championship Towel wrapped around some of the world’s most recognisable landmarks.

Launched just before the tournament, the campaign ran across print and video, racking up millions of views, likes and comments, making it Christy’s biggest-ever Wimbledon campaign to date.

Finding the perfect locations was key. Each needed its own personality to show off the towel in a variety of ways. Once shortlisted, we hit the road with Rig2 and a cast of extras to capture the live-action footage we needed.

The towel itself was modelled and animated entirely in 3D by adam+gary, giving us full control over movement, physics, scale and texture. Every fibre was recreated, from the spun yarn to how it catches the light to make it look just as soft and fluffy as the real thing.

The final edits blend live-action and CGI into a seamless ‘Mixed Reality’ experience, complete with bespoke sound design for each location. You can watch each location video below, and if you want to make your own FOOH campaign, get in touch.

Credits
Director/Operator: Gary Bannister-Simm
VFX Supervisor: Adam Johnson
Producer: Denise Johnson
Editor: Gary Bannister-Simm
3D Animator + VFX: Adam Johnson
Agency: Rig2 / adam+gary
Client: Christy / Wimbledon