The Championships 2024
Wimbledon
As Creative Lead for Wimbledon, I help shape the brand's creative direction, ensuring consistency and innovation across all touchpoints, from digital to experiential. I manage the in-house creative team and provide strategic creative direction, collaborating with internal teams and external agencies. My role involves overseeing high-impact campaigns, evolving the brand’s assets, and leading cross-functional teams to deliver projects that align with Wimbledon’s values and ensuring it remains at the forefront of creative excellence.
Our campaign continued the 'Always like never before' platform, developed with McCann. The broadcast trailer and radio spots aimed to engage new audiences and build excitement for the event, driving viewership on TV and our owned platforms. In addition, in partnership with Agency Space, we developed creative to enhanced the guest experience, from the moment they arrived at the stations to their interactions with the brand in our famous Queue.
I worked closely with artist Bella Grace to create The Official Poster for The Championships 2024, celebrating our iconic trophies with vibrant flowers and Wimbledon symbols. The intricate design reveals hidden details upon closer inspection. The artwork was prominently featured around the Grounds, in OOH, and on a 20-metre tall hand-painted mural. Additionally, it was used to create a capsule collection in Retail, which became one of our best-sellers.
For the The Wimbledon Collection 2024 campaign, I provided creative direction and worked closely with photographer Elliott Wilcox and the retail team to capture a campaign that balances tradition with a playful, contemporary twist. The shoot embraces versatility, showcasing models effortlessly mixing and matching pieces, infusing the classic Wimbledon style with a fresh, modern feel. Bold colors and dynamic compositions reflect the excitement of modern living, while the collection’s timeless elegance enhances everyday life. The result is a campaign that celebrates Wimbledon’s heritage while appealing to today’s lifestyle-driven audience.
