BBC World Cup

How the BBC World Cup film was made

To promote its coverage of the forthcoming football World Cup, the BBC has made an animated trailer created entirely in embroidery. We talk to BBC Creative and director Nicos Livesey about how it was made.

Now that the Royal Wedding is out of the way, marketers attention can shift to the next big event: the World Cup. We’ve seen a few ads appear already but the first major piece of World Cup advertising launched tonight, when the BBC ran a promotion for its coverage of the event during the FA Cup final.

The trailer that BBC Creative has produced for the 2018 event features everything you might expect from a World Cup promo – the highs and lows of tournaments past – but with a key difference: everything is rendered in embroidery.