2050 London Partners with Ex Special Forces Creatives 'New War'

2050 London has struck a unique cultural collaboration with the creative team New War, powered by Rudy Reyes, TV star of SAS: Who Dares Wins. A collective of creatives and makers on a mission to make authentic entertaining content, that inspires young people to fight against the threats that hold them back from fulfilling their potential and get ready for the challenges of life. This comes after The Sunday Times stated that 500,000 antidepressant prescriptions a year are now given to teenagers in the UK.

A passion for stories that build hope, dispel apathy and free the mind, body, spirit and the planet brought New War’s ex-marine recon Rudy Reyes, ex-green Beret Chase Millsap, ex-marine John P Yohe and actress Jade Struck to Adam Morrison’s attention when working together on show ideas for TV programmes.

Rudy Reyes is one of the hosts of the Channel 4 series SAS: Who Dares Wins, the Fox series Special Forces: World’s Toughest Test and is known for portraying himself in the legendary HBO mini-series Generation Kill. He also appeared in the BAFTA nominated series ‘Once Upon a Time in Iraq.’ His harrowing experiences of growing up in US foster care, fighting in the Middle East with special forces, and then transitioning into the entertainment business propels a creative desire to help change the future through building a warrior spirit in the next generation. His brand partnerships include creative contributions for Beyond Clothing, Condition One and Reebok ‘Spartan Race.’

The 2050 collaboration will help brands inspire young communities to come together so they take positive action in their lives. 2050 will also look to help relevant marketers address ‘masculinity in crisis’ – a global challenge identified in WARC’s GEISTE report 2024 – by developing or evolving brand strategies, expressed through integrated brand campaigns and Ad Funded Programmes; with the support of award-winning producer director Dave Warren.

Adam Morrison, founder of 2050 London said, ‘When we founded 2050, we were interested in working with creative talent from unique cultural contexts with a drive to change things. Rudy’s energy and belief in building young people’s grit and confidence, fighting apathy and making them feel surer of themselves is incredible. He’s a true inspiration. With his creative flair for narrative combined with our team’s brand expertise, we’ll get to even more culturally resonant ideas for certain brands that want to impact pop culture’

Saunby, ECD of 2050 London said, ‘Increasingly young men are searching for new, and often toxic, role models. Influencers such as Andrew Tate, have promoted a form of misogyny in the guise of a return to traditional values. This has implications for brands, from how they position and communicate, to the celebrities and ambassadors they endorse. They need a new value set and a special kind of creative attitude to help them connect.’

Rudy Reyes, New War, founder said, ‘Our vision as men, fathers and hopeful artists will bring about a new dawn, a future we can all be proud of for our kids and grandkids. I look forward to helping brands inspire the upcoming generations so that we defeat the disillusionment, apathy and hardened hearts growing out there.’