BBC has just revealed its new marketing campaign for the 2018 World Cup which will be held in Russia. The animated film features iconic World Cup moments and Russian tapestry technique.
Directed by Nicos Livesey, “The Tapastry” campaign is created around a “History Will Be Made” brief and features the Russion folk song Ochi Cheryne, which was written in the 1800’s, and recorded at Abbey Road Studios for this special project again.
The production team has used the traditional tapestry technique and according to BBC, more than 227,000 metres of thread were used to create over 600 unique frames of tapestry that if laid end-to-end would measure over 1,200 metres in length.
Tim Jones, Creative Director at BBC Creative in Salford, said:
Choosing which iconic moments to feature was a detailed process, where do you start and finish with the most iconic tournament in the world? To have made this film and a real life tapestry, is testament to the creativity, talent and ambition of the team in Salford and everyone involved in this project.
James Parry, Head of Marketing – BBC Sport and Events, said:
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.
Here you can watch the trailer:
The attractive art will be seen in BBC’s coverage as well as in its website design, social media and so on.
If you’re keen to learn more about this fantastic work including traditional tapestry technique, here is another video that the creative team tells more about the process.
This inspirational trailer has just become a unique example of combining animation and traditional art in a modern way for creators. This year like the others; there is no doubt that history will gloriously be made!