THE CHALLENGE

Omaze works with high-profile ambassadors to raise money for good causes. The risk was obvious: when celebrities lead the message, the cause and competition can quickly become background noise.

The job was to make sure the competition always came first — without draining the warmth or appeal out of the films.

THE IDEA

Treat ambassadors as fans, not stars.

The role of the celebrity wasn’t to perform on behalf of the charity - it was to lean into their public image and reveal that actually even they would quite like to win the draw.

THE APPROACH

We set clear creative rules early on. The tone stayed human. The charity came through the drama where possible. And nothing felt overly polished or performative.