Charles Tyrwhitt x The Lions: With Pride
Charles Tyrwhitt x The Lions: With Pride
The campaign redefined how Charles Tyrwhitt shows up in sport, shifting from traditional sponsorship into a culturally relevant campaign embedded across platforms.
By combining storytelling, humour and system-led thinking, the work connected with fans in a way that that went beyond the norm..and all the way to Australia.
Creative Lead
360° Campaign
7.2M views - 4.3M reach - 188K engagements 🤝
7.2M views - 4.3M reach - 188K engagements 🤝
8 of the brands top 10 highest-engaged posts ever 🔥
8 of the brands top 10 highest-engaged posts ever 🔥
Nominated for 3 ESA Awards including Best Use of Content under €1M 🏆
Nominated for 3 ESA Awards including Best Use of Content under €1M 🏆
The creative thinking for this campaign started with the essence of the Lions themselves, four nations setting aside rivalry to become one. That unity became the visual foundation: the hero look was built around the four nation colours coming together, making Charles Tyrwhitt's presence feel like a natural extension of what the Lions represent rather than a sponsorship bolted on top.
The creative thinking for this campaign started with the essence of the Lions themselves, four nations setting aside rivalry to become one. That unity became the visual foundation: the hero look was built around the four nation colours coming together, making Charles Tyrwhitt's presence feel like a natural extension of what the Lions represent rather than a sponsorship bolted on top.
The creative thinking for this campaign started with the essence of the Lions themselves, four nations setting aside rivalry to become one. That unity became the visual foundation: the hero look was built around the four nation colours coming together, making Charles Tyrwhitt's presence feel like a natural extension of what the Lions represent rather than a sponsorship bolted on top.
The second thread was comraderie. Rather than staging traditional ambassador content, I designed sets that actively engaged the talent, environments that created genuine interaction between the players and gave the content a visual identity beyond a standard shoot backdrop. The dynamic that emerged between ambassadors on set was the content; the set design just created the conditions for it.
The second thread was comraderie. Rather than staging traditional ambassador content, I designed sets that actively engaged the talent, environments that created genuine interaction between the players and gave the content a visual identity beyond a standard shoot backdrop. The dynamic that emerged between ambassadors on set was the content; the set design just created the conditions for it.
The second thread was comraderie. Rather than staging traditional ambassador content, I designed sets that actively engaged the talent, environments that created genuine interaction between the players and gave the content a visual identity beyond a standard shoot backdrop. The dynamic that emerged between ambassadors on set was the content; the set design just created the conditions for it.
The precursor series with Matt Dawson was rooted in the same idea, sending England's representative to meet the voices of Wales, Ireland and Scotland before the campaign launched. It seeded the story early, built emotional context, and meant that by the time the collection dropped, Charles Tyrwhitt wasn't just a sponsor. It was embedded in the narrative of what the Lions are.
The precursor series with Matt Dawson was rooted in the same idea, sending England's representative to meet the voices of Wales, Ireland and Scotland before the campaign launched. It seeded the story early, built emotional context, and meant that by the time the collection dropped, Charles Tyrwhitt wasn't just a sponsor. It was embedded in the narrative of what the Lions are.
The precursor series with Matt Dawson was rooted in the same idea, sending England's representative to meet the voices of Wales, Ireland and Scotland before the campaign launched. It seeded the story early, built emotional context, and meant that by the time the collection dropped, Charles Tyrwhitt wasn't just a sponsor. It was embedded in the narrative of what the Lions are.
The Precursor
Before the campaign, there was a question worth asking. What actually is the Lions? Not the kit, not the fixtures, not the fanfare. The idea at the heart of it. Matt Dawson travelled to meet representatives from each nation. From Brian Redpath, a former Lions comrade, to the Chairman of the London Welsh Rugby Choir. The series reframed the familiar rivalry of the Six Nations into something more interesting: the Lions as an act of unification. Warm, unhurried, conversational. It was never meant to sell anything. It was meant to mean something first.
The Shoot
Four Lions ambassadors. Different generations, different eras, a shared thread. The creative challenge was to get them talking in a way that felt genuinely human rather than performative, so the settings did the work instead of the brief. A pool table. A rugby ball. Repurposed stadium seating. Mini golf. Informal environments designed to disarm, because when people are playing, they stop performing. The conversations that came out of it, about what the Lions meant to each of them, how the culture of it had shifted across decades, were the kind you can't script.
The Through Line
Hero cutdowns, behind the scenes content, event coverage, podcast moments. Each piece of content was a different window into the same story, platform native in format but connected in feeling. The strategic intent was to make sure the Lions narrative never dropped. From the first precursor film through to collection launch, tracking in step with the tournament in Australia, there was always something to follow, always a reason to stay close.
The Precursor
Before the campaign, there was a question worth asking. What actually is the Lions? Not the kit, not the fixtures, not the fanfare. The idea at the heart of it. Matt Dawson travelled to meet representatives from each nation. From Brian Redpath, a former Lions comrade, to the Chairman of the London Welsh Rugby Choir. The series reframed the familiar rivalry of the Six Nations into something more interesting: the Lions as an act of unification. Warm, unhurried, conversational. It was never meant to sell anything. It was meant to mean something first.
The Shoot
Four Lions ambassadors. Different generations, different eras, a shared thread. The creative challenge was to get them talking in a way that felt genuinely human rather than performative, so the settings did the work instead of the brief. A pool table. A rugby ball. Repurposed stadium seating. Mini golf. Informal environments designed to disarm, because when people are playing, they stop performing. The conversations that came out of it, about what the Lions meant to each of them, how the culture of it had shifted across decades, were the kind you can't script.
The Through Line
Hero cutdowns, behind the scenes content, event coverage, podcast moments. Each piece of content was a different window into the same story, platform native in format but connected in feeling. The strategic intent was to make sure the Lions narrative never dropped. From the first precursor film through to collection launch, tracking in step with the tournament in Australia, there was always something to follow, always a reason to stay close.
A Sneak Peek Behind The Scenes
A Sneak Peek Behind The Scenes
Scouting locations & sourcing props.
Scouting locations & sourcing props.
& Much More.
& Much More.
Campaign ecosystem spanning hero film, talent editorial, reactive social, photography, podcast, live events.
Campaign ecosystem spanning hero film, talent editorial, reactive social, photography, podcast, live events.
