Ray the Rug and Monster Sauce deliver a global message to save wild tigers

Tiger conservation organization Save Wild Tigers has launched a compelling short film, “Ray the Rug”, as part of their efforts to address the critical issue of tiger poaching and habitat destruction. The 6-minute film, featuring the voice of award-winning British actor Ray Winstone, sheds light on the devastating effects of the illegal wildlife trade and human activity driving wild tigers to the brink of extinction.

The film is the result of a global collaboration between creative agencies Monster Sauce, Worth Your While, and VFX specialists Smoke & Mirrors Bangkok. It features Ray, a tiger-skin rug brought to life by Winstone’s powerful narration, sharing his tragic story. Blending dark humor with harsh truths, the monologue reveals the grim reality of how tigers are hunted and exploited for their skins, bones, and other body parts.

Tigers are not just majestic creatures; they are cultural and commercial icons. Yet, they are one of the most endangered species, with fewer than 4,900 left in the wild. Over 96% of their natural habitat has been lost due to human encroachment, and the illegal wildlife trade, valued at over $20 billion annually, continues to drive their decline. Tigers have already become extinct in countries like Cambodia, Laos, and Vietnam and are nearing extinction in China, Malaysia, Thailand, and Myanmar.

Recognizing the urgency of this crisis, Save Wild Tigers, in collaboration with local NGO Malaysia RIMUA, plans to distribute the film alongside educational resources across thousands of schools in Malaysia and Singapore. These materials aim to inform young minds about tiger conservation, their habitats, and how immediate actions can help reverse their endangered status. The initiative is expected to expand across Southeast Asia in the coming years.

In addition to raising awareness, Save Wild Tigers provides vital funding to NGOs such as the Environmental Investigation Agency (EIA), a UK-based organization known for its groundbreaking work in exposing wildlife crimes.

Steve Back, Chief Creative Officer at Monster Sauce, said, “Ray’s story is a heartfelt representation of the plight of wild tigers. Through a simple yet impactful delivery, the film makes it impossible for viewers to remain indifferent to the crisis.”

Ray Winstone added, “The decline of wild tigers mirrors the broader ecological crises of our world. It’s time we, as humans, take responsibility and act as stewards of our planet.”

Over the next 24 months, “Ray the Rug” will be showcased globally across digital platforms and media channels, aiming to spark conversations, inspire change, and mobilize conservation efforts. It’s more than just a film; it’s a wake-up call for the world to stand together and ensure that future generations experience the beauty of wild tigers beyond photographs and museum exhibits.

Credits:

Ray the rug Ray Winstone
Director Mohammad Ali Shakeri
Executive Creative Director Steve Back
Executive Producer Simon Clinton
Associate Producer Jaime Winstone

THE CLINTON PARTNERSHIP INSTINXION
Founder Simon Clinton

MONSTER SAUCE
Chief Executive Officer John Driscoll
Chief Creative Officer Steve Back

WORTH YOUR WHILE
Creative Director and Partner Tim Pashen
Creative Director and Partner Lukas Lund
Creative Alexander Winge Leisner
Creative Scott Zuliani

SMOKE & MIRRORS
Executive Producer Matthew Szabo
Technical Director Masoud Taghi Momeni
Technical Director Amin Yavarimoghadam
Art Director Amir Kazemi Shahabi
Animator Arash Ehsan
Rigger Mehdi Zahed Mousavi
Grooming Amin Yavarimoghadam
Compositing Masoud Taghi Momeni
Look Development Artist Boonsiri Nuchnomboon
Producer Jeremy Davenport
CG Producer Natdanai Dilogsumpun

SUPERSONIC
Sound Designer Sebastian Vaskio

LUKE RENARD STUDIO
Original Ray Winstone Direction Jaime Winstone
Original Ray Winstone Recording Luke Renard

DEEP SEA CREATIVE
Credits Jon Case