The BBC's World Cup campaign is a labour of love.
Rather than making a traditional ad, the broadcaster modernised a centuries-old tradition with an embroidered tapestry animation. Every frame of the ad was individually embroidered, illustrating iconic moments from previous World Cups and drawing influence from Russian tapestries. Additionally an actual seven-metre long tapestry will be displayed at a museum in the UK, expanding with moments from this year’s tournament and living on as a historical record of the World Cup. The work was created by Xander Hart and Edward Usher at BBC Creative and directed by Nicos Livesey through Blinkink.