Client: Proximo

What do you do when your brand is so closely tied to such dangerous, threatening symbol? ...Pivot to a Tiger. 

Promixo approached us with a problem, their brand was so closely tied to such a provocative mascot, that they needed to broaden their brand world so it didn’t rely on one mans reputation (a wise decision knowing what we know now).  

Looking for an evolution not a revolution how could we leverage existing iconography but flesh out an entire brand world.  We successfully pitched, won and created a full campaign consisting of OOH, TVC & Brand hub for deployment in multiple territories.

A second successful campaign was launched in 2024/2025 developing the brand world, creating a suite of films and static assets for global markets. Including partnership with the Sydney Roosters AFL team.