World Cup History Is Embroidered Into a Tapestry in the BBC’s Promo for the Tournament

Film hypes iconic moments

A tapestry of historic World Cup moments gets rendered into a film. BBC Sport
Headshot of Alissa Fleck

The FIFA World Cup happens just once every four years, and each one brings unforgettable moments that fans want to bask in forever. Thanks to the animated film “The Tapestry,” created by BBC Creative and BBC Sports Marketing and animated by Blinkink, they can do just that this year.

BBC’s World Cup 2018 promotional campaign details the tournament’s most iconic moments via an embroidered tapestry rendered into a film. Every frame in the spot is individually embroidered, with the entire tapestry containing 227,000 meters of thread making up 600 individual frames. “The Tapestry” features players like Diego Maradona, Zinedine Zidane, Paul Gascoigne, Cristiano Ronaldo, Lionel Messi and Harry Kane.

The film, which was directed by Nicos Livesey, takes viewers on a journey of iconic moments, reminding them that this year, as always, “History will be made.”

“Choosing which iconic moments to feature was a detailed process,” said Tim Jones, creative director at BBC Creative. “Where do you start and finish with the most iconic tournament in the world?”

The film is accompanied by a traditional Russian folk song called “Ochi Chernye,” which is about unification and friendship, according to a statement. The World Cup, which starts in June, will take place in Russia this summer. 

“The World Cup is steeped in stories, and our campaign brings to life some of its most memorable moments with a unique interpretation of a centuries-old Russian tradition, accompanied by a traditional and iconic piece of music which we all fell in love with instantly,” said James Parry, head of marketing at BBC Sports and Events.

The visual style of the tapestry will be translated across BBC’s platforms into graphics, social media and more. The tapestry will be put on public display with moments from the 2018 tournament added later.


Portfolio Head of Marketing James Parry
Marketing Manager John Sprott
Marketing Executive Helen Worsey

Campaign Planner David Wheadon
Media Portfolio Lead Marc Jones

Executive Creative Director Aidan McClure
Exec Creative Director Laurent Simon
Creative Director Tim Jones
Creative Director James Cross
Creative Edward Usher
Creative Xander Hart
Producer Liz Dolan
Project Manager Loretta Ramkissoon
Production Coordinator Emma Hamilton
Head of Planning Mike Lean

Director Nicos Livesey
Producer Alex Halley
Executive Producer Bart Yates

Designer Luke Carpenter
BBC Creative Head of Design Laurence Honderick

Composer Alex Baranowski
Vocals Sir John Tomlinson

Sound Design & Mix: Mark Hills & Anthony Moore
Audio Producer: Lucy Spong

@AlissaFleck Alissa Fleck is a New York City-based reporter, podcast producer and contributor to Adweek.