Making every moment of the journey count
For most people, a trip to Wimbledon is a pretty big deal. Whether they're arriving from the other side of the world or spending hours in the Queue, the journey is part of the experience, and we wanted to make the most of it.
The challenge was taking our global campaign platform and making it work for a very different audience and purpose. While the main campaign was there to get people around the world excited about watching Wimbledon, this was about the fans who were already on their way. We wanted to build anticipation, get them involved and make the whole journey feel like part of the Championships.
I owned the creative direction across the arrival journey, from train stations and the Queue to key spaces around the Grounds. Working closely with our agency partners, I helped translate the campaign idea into a series of experiences that fans could engage with along the way. I also managed the creative budget, working with Operations and Production to make the tough calls on where to invest and how to get the most out of what we had.
2025
Grass-court tennis has a movement and drama of its own, so we made that a big part of the 2025 creative. Alongside the action, we celebrated the little things that give Wimbledon its character: the trophies, Ball Boys and Girls, strawberries and cream, and the beautifully kept gardens.
We also took the Queue experience further, adding sound and even the scents of freshly cut grass and strawberries. The idea was to give fans a little taste of the Championships while they were still waiting to get through the gates.
Creative Agency: Space
2024
I created a key visual celebrating Wimbledon’s two 2023 champions, and it ended up doing much more than marking their wins. The response was so positive that we carried it forward as the main creative for 2024, turning a celebration of what had happened into anticipation for what might happen next.
From the iconic 40-metre installation on Court 12 to interactive features like the “Pick-a-Side” game and contextual photo opportunities in the Queue, the campaign invited fans to immerse themselves in the excitement of Wimbledon.
Creative Agency: Space
2022
Having selected Mads Berg for the Official Poster, I worked to extend his visual world across the wider Centre Court centenary celebrations. We developed five Art Deco-inspired illustrations, capturing different perspectives of the court, from the spectators taking their seats to the people who make the magic happen behind the scenes
The artwork took over Southfields and Wimbledon stations, the Queue and key spaces around SW19. I worked directly with Mads through the final stages of development and production, helping bring the whole experience together under one creative vision.
Creative Agency: Space