ABOUT

Concept:
Ray, a tiger skin rug, is our perfect character and spokesperson that has a heartbreaking life story to tell, a simple engaging delivery direct to camera that doesn’t let the viewer escape without feeling for Ray. Voiced by legendary actor Ray Winstone, Ray speaks for the dwindling tiger population, driven to the brink of extinction by wildlife crime and habitat destruction. In this powerful short film, Ray shares his tragic past: “I lost my mum when I was a wee cub. Well, I didn’t exactly lose her. She was murdered… by a human.” His emotional journey ends with a plea: “They say a tiger can’t change its stripes. But you can, humans can. Don’t let your children grow up in a world without wild tigers — and only be left with old rugs like me” It’s almost too late.

Execution:
With its unique ability to combine storytelling, visually arresting concept, powerful voice over, ‘Ray the Rug’ creates an immersive experience that resonates deeply with viewers, fostering empathy and driving action. Ray the Rug leverages this strength, using a compelling narrative and realistic CGI to humanise the crisis and make it tangible.

The biggest challenge in this film was keeping it engaging, even though visually it doesn't have the fast pace that is typically expected in content today. We needed to ensure that, with simple camera movements and a dead tiger, we kept our audience engaged and entertained throughout the film. Therefore, we carefully crafted and polished everything on the screen to create the most sophisticated image possible - something so natural that the audience forgets it's CGI, allowing their full attention to focus on the main message of the film.

Results:
Launched at the end of 2024, Ray the Rug made a significant impact going viral, with well over a million views in the first few weeks and thousands of heartfelt comments across social media. The film’s strong emotional storytelling has resonated deeply with audiences, driving unprecedented engagement and sparking widespread discussion. High-profile influencers and media have shared and reacted to the film, leading to increased interest in the Save Wild Tigers brand and greater stakeholder involvement.

The campaign will continue over the next two years, reaching audiences in both Tiger Range and non-Tiger Range countries. Plans are in place to air the film in regions like Malaysia, with appropriate subtitles to maximise accessibility. The overwhelming positive response so far underscores the film’s ability to cut through and inspire action, establishing a powerful foundation for future awareness and conservation efforts worldwide.