The logo of JOSHUA FRAY, bold, yellow letters with a black outline.

EMMA RADUCANU

“Champions of change”

WILD

Wild needed a brand ambassador who could do more than hold a product and smile. The answer was Emma Raducanu - and the pitch that won the deal was "Champions of Change," a campaign I concepted, storyboarded and ultimately co-directed. Shot in New York in a Wes Anderson-meets-British Pathé aesthetic, the TVC balances playful oddness with a building intensity that crescendos into a cinematic payoff. The full 360 rolled out across TV, OOH, paid social, CRM and organic. That's Wild.

Series of photographs featuring Emma Raducanu during a tennis event. In one photo, she is holding a drink on a tennis court; in another, she is smiling and showing a product; in others, she is preparing to play tennis or walking with a tennis racket. The background includes a tennis court and a group photo of many people.

CAMPAIGN IMAGES

Group of people on a tennis court preparing for a shoot, some holding tennis rackets, with a building and spectators in the background.
A young woman smiling and holding a small tin of Wild mints with bee illustrations, standing on a tennis court with houses and trees in the background.

CAMPAIGN VIDEO

MARKETING MATERIALS

A woman with long dark hair in a ponytail wearing a white tank top holding a beverage cup, standing in front of a green grass background with the bold pink text 'THAT'S WILD.' and the smaller pink text 'Wild WeAreWild.com'.