Fox's Lair celebrated in DMU TV advert

After winning De Montfort University Leicester (DMU)’s Fox’s Lair competition, Freddie Horner was the perfect choice to pitch his ideas in the university’s new 60 second advert.

Freddie, and his business partner Romuald Pikuza, who was also involved with filming, found that the advert perfectly reflected their time at DMU with a scene taken straight from the innovative Fox’s Lair module.

The 60-second advert shows Freddie, a Marketing Management student, preparing to pitch to a panel of industry experts, echoing his own experience in the boardroom.

Freddie said: “Fox’s Lair definitely helped increase my confidence. The pitch was a very challenging environment in front of a panel of successful entrepreneurs.

“That was challenging for me but I loved the experience and I will cherish it for the rest of my life.”

His business partner Romuald added: “It was great, an amazing feeling with a definite sense of achievement.”

In the Fox’s Lair the duo presented their concept and won the competition with their idea for a consultancy to help immigrant entrepreneurs launch their own businesses.


How acclaimed director brought the DMU story to life

Find out more about innovative business courses at a DMU Open Day

Premier role for students in DMU's new TV advert

Every year business students are challenged to come up with an idea and pitch it in the ‘Fox’s Lair’ – in front of a panel of real-life entrepreneurs who give up their time to provide feedback and judge the winners.

It was important that the new advert represented the university, and including innovative business module, Fox’s Lair, was the perfect way to show DMU’s commitment to employability and innovative teaching methods.

Freddie said: “I think it’s important to have students involved in the advert because that’s what the university is about.

“It gives people opportunities, like it has for me and my partner Romuald.”

Although Freddie is used to feeling the pressure, filming the TV advert and working with director, Max Fisher, was a ‘new environment’.



Max worked with Freddie and Romuald to help emulate the Fox’s Lair environment to convey the nervous tension ahead of a big business pitch.

Freddie added: “Max is an extremely good director; he convinced me that I had to pitch in front of students and the entire panel again, all by myself, and I got quite nervous at that point!

“It was scary, but I enjoyed it.”

The scenes were filmed on campus and at the King Power stadium, home to Premier League Champions and DMU partners Leicester City, and the experts on set were real Fox’s Lair judges, Edwina Goodwin and Aatin Anadkat, who owns Hotel Maiyango.

Senior lecturer Edwina said: “A starring role in the DMU advert is one of the best things. I’ve been doing this for 11 years and this was a really great way to celebrate the Fox’s Lair.”

Aspiring business students can even study at our Leicester Castle Business School where they will enjoy an inspiring learning environment as part of a transformational experience including exciting new postgraduate and undergraduate courses, scholarship opportunities and networking, mentoring and one-to-one support from leading academics.

Posted on: Monday 05 September 2016

Search news archive

Events target area image

At DMU there is always something to do or see, check out our events for yourself.

Come to an open day  target area
Come to an open day

Don't let us tell you how good we are. Come to one of our open days and find out for yourself!

Explore the DMU campus
Explore the DMU campus

Visit our Virtual Open Day to explore the DMU campus.