Making Wimbledon unmissable before a ball was hit
The brief was simple: in the short window between Roland Garros and Wimbledon, we needed to get in front of global audiences and give them a reason to tune in. For sports fans, our biggest growth audience, that meant making Wimbledon feel like an unmissable moment in the sporting calendar. For tennis fans, it meant building anticipation and reinforcing why Wimbledon sits in a category of its own.
2025
There is only one Wimbledon was built around a simple truth, when something means more, you push harder for it. That was true for everyone behind the Championships, but the film took us inside the players’ version of that pressure.
Grass, nets, rackets and the court itself became part of a mental battle, showing the doubts and obstacles players have to push through when the stakes feel that high.
Creative Agency: VCCP
Owning it from brief to delivery
The campaign film was Wimbledon’s biggest marketing investment of the year, and I owned the project from brief to delivery. I set the brief, chose the creative direction with our agency partners, shaped the work through development and kept a very complex group of stakeholders moving in the same direction.
That meant everyone from the Marketing Director, CEO, Chair and Committee, to players and their teams, official partners and global broadcasters. My role was to protect the idea, make the big creative calls and make sure the final film worked for the brand, the audience and everyone involved in bringing it to life.
2024
The 2024 film brought the Always like never before platform to life by freezing some of Wimbledon’s most memorable moments and stepping inside them, using archive and CGI to see them from completely new perspectives.
Tradition became the stage for the unexpected, and a reminder that you never quite know what Wimbledon will give you next.
Creative Agency: McCann London
The work had to earn its airtime
Most of our reach didn’t come from buying media. It came from broadcasters choosing to give the film airtime in the build-up to the Championships, so the work had to earn its place in their schedules.
We also created bespoke versions for our biggest broadcast partners, while paid media was used more selectively in priority markets. That put a lot of pressure on the creative itself to do the heavy lifting.
2023
This was the first expression of Always like never before, a new global platform built around one of Wimbledon’s biggest strengths, few sporting events feel so familiar, yet every year still manages to surprise you.
The film turned iconic moments into a series of living posters, mixing archive, illustration, 3D and CGI to bring Wimbledon’s history into the present and place legends of the game alongside the players shaping what came next.
Creative Agency: McCann London
2022
For Centre Court’s centenary, we focused on the impact the place has had beyond the matches themselves. The film followed three young fans whose imaginations were sparked by Centre Court, showing how Wimbledon has influenced generations of fans and found its way into culture well beyond tennis.
It celebrated 100 years of a stage that has created iconic sporting moments, but also inspired people who may never step onto it themselves.
Creative Agency: McCann London