Bringing FAGE to Centre Court: Serving Up a Multi-Channel Campaign
How we helped transform FAGE's tennis sponsorship into a multi-channel campaign spanning film, OOH, DOOH and social.
Brand campaigns often look effortless when they reach consumers. A striking billboard. A seamless DOOH execution. A film that feels perfectly aligned to the moment.
What audiences don't see is the complexity required to bring those campaigns to life, particularly when timelines are tight, budgets are constrained and ambitious creative ideas need to work across multiple channels.
That's exactly the challenge we helped solve for FAGE, supporting creative agency Motel in bringing the brand's partnership with the LTA and the Queen's Tennis Championships to life across film, outdoor and digital channels.
Turning a Sponsorship into a Campaign
To celebrate FAGE's sponsorship of the Queen's Tennis Championships, Motel developed a campaign designed to capture the energy, atmosphere and excitement of one of Britain's most iconic sporting events.
With the creative direction established, Another were brought in as Motel's agency production partner to help deliver the campaign. Drawing on our experience supporting agencies and brands on complex, multi-channel productions, our role was to turn an ambitious creative vision into a practical production plan while navigating budget constraints, technical challenges and demanding timelines.
The campaign required multiple asset formats, evolving creative requirements and a broad range of deliverables, all within a tightly managed production budget.
Creating the Atmosphere
One of the biggest challenges was recreating the feeling of a major tennis tournament within the realities of the shoot.
While filming took place on a grass court, the campaign creative required crowd stands, branded hoardings and the wider tournament environment associated with Queen's. Creating that atmosphere would require much more than simply capturing what was in front of the camera.
Working with a team of specialist partners, we combined live-action production with CGI, VFX, stock imagery and AI-assisted techniques to build out the world around the campaign. Crowd scenes were created and enhanced in post-production, environments were extended beyond the physical location and additional visual elements were introduced to create the scale and energy of a live tournament setting.
Alongside this, we also developed the hero FAGE product in CGI, giving the creative team complete control across film, OOH and DOOH executions while maintaining a premium, photoreal finish.
It's a good example of how production challenges can become creative opportunities when approached collaboratively from the outset.
One Production, Multiple Outputs
With modern campaigns expected to perform across more channels than ever, efficiency is rarely about doing less. It's about designing production to deliver more from the outset.
To maximise value, we captured both film and photography during a single location shoot before combining live-action content with CGI, VFX and AI-assisted techniques in post-production.
This included creating crowd scenes, extending the tennis environment and producing animated DOOH executions featuring both the product and tennis ball elements.
By planning for every channel from the beginning, we were able to create assets that worked seamlessly across landscape, portrait and social-first formats without requiring separate productions.
More Than Production
Our role extended well beyond delivering the shoot itself. Working closely with Motel, Another supported supplier sourcing, casting, budgeting, production, post-production and final asset delivery, helping transform an ambitious creative vision into a fully integrated campaign.
From recreating the atmosphere of the Queen's Tennis Championships through CGI, VFX and AI-assisted techniques to adapting assets across film, OOH, DOOH and social, every stage of the project required careful planning, technical expertise and close collaboration.
The result was a campaign that felt effortless to consumers, despite the complexity behind the scenes, delivering a consistent brand experience across every touchpoint throughout the tournament.
Projects like this are a reminder that the best production partnerships go beyond execution. By bringing together the right people, processes and technology, production becomes an enabler of creativity, helping brands and agencies realise ambitious ideas without compromising on quality, efficiency or craft.
Bringing Ambitious Ideas to Life
The best campaigns don't happen by accident. They happen when great creative is matched with the right production expertise.
Whether you're a brand looking to maximise your campaign investment or an agency looking for a trusted production partner, we're here to help bring ambitious ideas to life.