The Drum Awards Festival - Extended Deadline

-d -h -min -sec

Client: BBC
Date: Jun 2018
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The BBC’s World Cup trailer is an operatic montage of historic and memorable events from football’s biggest tournament, all of which were painstakingly embroidered frame by frame and photographed into a 60-second trailer. The BBC Creative duo behind the spot explained how their idea came to life in The Drum’s latest Anatomy of an Ad.

Xander Hart and Edward Usher brainstormed ‘History Will Be Made’ off the back of a brief calling for a trailer to capture the global, cultural significance of the World Cup – rather than focusing too heavily on football itself.

Inspired by how history was once recorded, the partners set about drafting two tapestry projects: a seven-foot wall-hanging that will go on public display, and a series of more than 600 embroideries that when stitched together form the BBC’s hero World Cup film.


BBC Creative