Experiencing Interruptions?

RAY THE RUG

Ray shares his tragic past: “I lost my mum when I was a wee cub. Well, I didn’t lose her. She was murdered… by a
human.” His heartfelt plea, “A tiger can’t change its stripes. But you can,” transforms him from a symbol of loss into a
powerful advocate for change.
The film’s simple, innovative visuals and direct messaging cut through the noise, resonating with audiences, driving
over a million views within first view weeks. This campaign showcases the power of creativity to inspire action and
highlights urgent need to save one of the world’s most iconic species.

  • Mohammad Ali Shakeri
    Director
  • Jeremy Davenport
    Producer
  • Steve Back
    Executive Creative Director
  • Simon Clinton
    Executive Producer
  • Matthew Szabo
    Executive Producer
  • Jaime Winstone
    Associate Producer
  • Simon Clinton
    THE CLINTON PARTNERSHIP INSTINXION/Founder
  • John Driscoll
    Chief Executive Officer
  • Steve Back
    Chief Executive Officer
  • Tim Pashen
    Creative Director and Partner
  • Lucas Lund
    Creative Director and Partner
  • Alexander Winge Leisner
    Creative
  • Scott Zuliani
    Creative
  • Masoud Taghi Momeni
    Technical Director
  • Amin Yavarimoghadam
    Technical Director
  • Amir Kazemi Shahabi
    Art Director
  • Arash Ehsan
    Animator
  • Mehdi Zahed Mousavi
    Rigger
  • Amin Yavarimoghadam
    Grooming
  • Masoud Taghi Momeni
    Compositing
  • Boonsiri Nuchnomboon
    Look Development Artist
  • Natdanai Dilogsumpun
    CG Producer
  • Sebastian Vaskio
    Sound Designer
  • Jaime Winstone
    Original Ray Winstone Direction
  • Luke Renard
    Original Ray Winstone Recording
  • Jon Case
    Credits
  • Project Type:
    Animation, Documentary
  • Runtime:
    6 minutes 16 seconds
  • Completion Date:
    November 27, 2024
  • Production Budget:
    25,000 EUR
  • Country of Origin:
    Thailand
  • Country of Filming:
    Thailand
  • Language:
    English
  • Shooting Format:
    Digital
  • Aspect Ratio:
    16:9
  • Film Color:
    Color
  • First-time Filmmaker:
    No
  • Student Project:
    No
Director Biography - Mohammad Ali Shakeri

My name is Mohammad Ali Shakeri, born in September 1985 in Tehran, Iran. I’ve been living in Bangkok for the past nine years, a place I now proudly call home. Though my formal education is in civil engineering, my true passion has always been in art and image production.
For over 25 years, I’ve immersed myself in the creative world—starting with sketching and evolving into design, storyboarding, modeling, sculpting, lighting, and beyond. This journey has been a fusion of technical skill and artistic expression, and I’ve cherished every step of it.
I’m especially drawn to the full scope of image production. From shaping concepts and sculpting 3D models to crafting the perfect lighting and doing final color grading, I love the process of bringing visuals to life. It’s in those details that raw ideas transform into meaningful stories.

My work is where precision meets passion—blending engineering discipline with artistic creativity. I strive to leave a unique mark on each project and continuously explore new ways to push creative boundaries.
Looking ahead, I’m excited to keep learning, evolving, and taking on projects that challenge both my technical and artistic sides.

Add Director Biography
Director Statement

Ray, a tiger skin rug, is our perfect character and spokesperson that has a heartbreaking life story to tell, asimple engaging delivery direct to camera that doesn’t let the viewer escape without feeling for Ray Voiced by actor Ray Winstone, Ray speaks for the dwindling tiger population, driven to the brink of extinction by wildlife crime and habitat destruction — with only around 4,000 tigers left globally. In this powerful short film, Ray shares his tragic past: “I lost my mum when I was a wee cub. Well, I didn’t exactly lose her. She was murdered… by ahuman.” His emotional journey ends with a plea: “They say a tiger can’t change its stripes. But you can, humans can. Don’t let your children grow up in a world without wild tigers — and only be left with old rugs like me ” It’s almost too late.