IMPOSSIBLE TO PREDICT
With competition at an all time high, this Rugby World Cup is too hard to call. We landed on the idea of ‘Impossible to Predict’ and utilised the intricate style of tarot cards to bring the campaign to life. I wrote & art directed the campaign with my creative partner, working with illustrator Yousef Sabry to develop the ideas for each of the 20 cards.
Acclaimed comedy director, Sami Abusamra took our script and created a magical and memorable TV spot.
OOH executions featuring the tarot cards were rolled out across the UK.
We got the cards into the hands of pundits and key influencers to create content that really resonated with fans.
The card designs became the basis for the tournament’s visual system across ITV’s streaming service, ITVX.
The campaign sent fan forums and rugby press into melt down and even formed the basis for an in-depth article about England’s form in The Times.
ITV’S MOST WATCHED SHOW OF THE YEAR
BEST RUGBY WORLD CUP RATINGS FOR 20 YEARS
60 MILLION STREAMS
52% OF ALL MEN IN THE UK REACHED
My Roles
Ideation, Creative Direction, Copywriting, Art Direction
Clients
ITV