Thrilled to see this new OOH campaign out in the wild.
We were commissioned by Ogilvy New York to collaborate with international reportage street photographer Ian Kobylanski, capturing five “Unexpected Experts” for IBM x Wimbledon

This project felt particularly special because it was something of a full-circle moment. We first met Ian virtually during a Covid portfolio critique when he was considering a move from Canada to the UK. Back in 2022, Morgan Evans encouraged him to start experimenting with motion alongside his stills work.

Fast forward to today, and this campaign called for exactly that: a seamless blend of photography and motion, supported by our production team that could allow Ian to focus entirely on the creative elements.

Working internationally across multiple time zones with a compressed pre-production schedule brought its challenges, but those extra “days” navigating EST and GMT time differences proved invaluable in pulling everything together smoothly.

Casting was critical. To find authentic “Unexpected Experts”, we explored every avenue imaginable—from food bank volunteers and tennis clubs to local newsletters, WI gatherings, pub quiz teams and wider community outreach.

From an incredible pool of candidates, we had the challenge of distilling London down to just five people, all of whom needed to be genuine tennis fans eagerly anticipating the tournament.

Through full-service production, we delivered the still & moving campaign on a demanding timeline for a fantastic team of clients.

On shoot days, we faced everything from hail and sunshine to gusting winds, while making three unit moves a day. The crew brought their A-game throughout, tackling every challenge with positivity, ingenuity and momentum. That energy was infectious and we shared a lot of laughs along the way.

Huge thanks to Ogilvy New York and IBM for trusting us with this one, Ian, our brilliant cast and the entire crew for bringing the creative vision to life.