Ray the Rug

Director: Mohammad Ali Shakeri

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Ray shares his tragic past: “I lost my mum when I was a wee cub. Well, I didn’t lose her. She was murdered… by a human.” His heartfelt plea, “A tiger can’t change its stripes. But you can,” transforms him from a symbol of loss into a powerful advocate for change. The film’s simple, innovative visuals and direct messaging cut through the noise, resonating with audiences, driving over a million views within first view weeks. This campaign showcases the power of creativity to inspire action and highlights urgent need to save one of the world’s most iconic species.

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Director: Mohammad Ali Shakeri | Executive Creative Director: Steve Back | Executive Producer: Simon Clinton | Associate Producer: Jaime Winstone | Founder: Simon Clinton | Chief Executive Officer: John Driscoll | Chief Creative Officer: Steve Back | Creative Director and Partner: Tim Pashen | Creative Director and Partner: Lukas Lund | Creative: Alexander Winge Leisner | Creative: Scott Zuliani | Executive Producer: Matthew Szabo | Technical Director: Masoud Taghi Momeni | Technical Director: Amin Yavarimoghadam | Art Director: Amir Kazemi Shahabi | Animator: Arash Ehsan | Rigger: Mehdi Zahed Mousavi | Grooming: Amin Yavarimoghadam | Compositing: Masoud Taghi Momeni | Look Development Artist: Boonsiri Nuchnomboon | Producer: Jeremy Davenport | CG Producer: Natdanai Dilogsumpun | Sound Designer: Sebastian Vaskio | Original Ray Winstone Direction: Jaime Winstone | Original Ray Winstone Recording: Luke Renard | Credits: Jon Case