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Ray the Rug on hardwood floor

Turning CGI into a tool to drive global action for tiger conservation

Save Wild Tigers

About the project

Save Wild Tigers partnered with Tag to create a bold, emotionally charged campaign that would raise global awareness about the critical threat to wild tigers. The centerpiece was Ray the Rug – a six-minute short film voiced by British actor Ray Winstone, telling the heartbreaking story of a tiger’s life and death through the perspective of a tiger-skin rug. The film combined cinematic storytelling with cutting-edge CGI to bring Ray to live, delivering a message that resonates deeply with audiences worldwide.

Challenge

With fewer than 4,000 wild tigers left globally, Save Wild Tigers faced an urgent need to highlight the devastating impact of poaching and habitat destruction. The campaign had to:

  • Deliver a powerful, emotionally resonant message.

  • Engage both the public and key stakeholders.

  • Spark global conversation and advocacy for tiger conservation.

Achieving this required a bold creative concept, flawless CGI execution, and seamless collaboration across multiple international partners.

Ray the Rug VFX Fur Development

Solution

Tag’s VFX production team in Bangkok led the creative direction and technical execution of Ray the Rug. Working alongside agencies Monster Sauce (Perth), Worth Your While (Copenhagen), and The Clinton Partnership (London), Tag coordinated production across five countries to ensure a unified creative vision. We designed and animated Ray with lifelike detail to deliver six-minute film blending cinematic quality with emotional depth.

The film premiered at Raffles Singapore during the “Tiger Express” event and was distributed to thousands of schools across Southeast Asia to educate future generations.

Ray the Rug Animation Reference

Starting a global conversation and driving award-winning impact

Ray the Rug generated remarkable impact, reaching millions across digital platforms and igniting global conversations on tiger conservation. The film’s exceptional VFX and storytelling earned industry accolades, reinforcing its creative and technical excellence. Seamless collaboration across five countries showcased the power of unified global teamwork, while the film became a cornerstone of Save Wild Tigers’ advocacy efforts, and is used in schools, events, and campaigns to educate and inspire future generations.

Awards Won:

  • Creativepool 2025: Gold - 3D (Companies)

  • Creativepool 2025: Silver - Production (Companies)

  • Bangkok Movie Awards: Winner in Animated Film

  • Bridge Fest 2025: Best Animated Short Film

  • Krimson Horyzon International Film Festival 21st Season: Best Animation Film

  • Paradise Film Festival 2025: Best Animation

  • Red Movie Awards 2025: Best Animation

  • The Monthly Film Festival, May 2025: Animation of the Month