• Robert James

I directed and produced a 360 campaign with IBM, Wimbledon & Ogilvy One. The challenge was to uncover new tennis insight that was both engaging and interactive whilst entertaining an audience of millions of viewers across the globe. We were tasked with shooting a stills campaign for digital and print and a Behind the Scenes documentary and accompanying super-slomo video clips. Execution Digital posters at London’s Heathrow airport, banners and social media, including Facebook live videos, Daily Debates on and, articles on The Telegraph site, shared Pundit Watson’s insights and invited people to take part in the debate #WhatMakesGreat. BTS film was created and received with much acclaim. Pundit Watson continued to learn as the Championships progressed, using the debate to reveal further insight and react ‘in the moment’ to events, for example, debating the topics of stamina and passion during the five set epic match between Nadal and Muller, or linking to ‘performance under pressure’ during British Jo Konta’s last match. We won Best Tech Campaign in Campaign Magazine. We also won Gold and Silver Tech awards at the Digital Marketing Awards and won a Silver Lion at the Cannes Lions.