Tiger Beer has teamed up with the World Wildlife Fund in a bid to save real life tigers with the #3890project, named after the number of tigers left in the wild.
Working with agency Marcel Sydney, rapper Dumbfounded hosts six documentaries, made with six artists in six different cities, aimed at exposing the injustices of the illegal tiger trade.
The idea is to use art as a weapon to help save the tiger, which is thriving as an icon in our culture, but dying out in the wild. Six bold and varied works of art have been filmed in the making to create a series of documentaries designed to engage the audience and create an impact on social media. Director Justin McMillan travelled to London, LA, Marseille, Moscow, Kuala Lumpur and Foshan (China) to capture the impact of tiger killing on each of the artists.
In some cities, McMillan had only 36 hours on the ground, in which time he had to put together enough material to send back to editor Andrew Holmes, who then built a story around each artist.