Graduate creates BBC World Cup ads


Date: 5th Jun 2018

A Buckinghamshire New University graduate is among creative minds behind eye-catching adverts promoting the World Cup coverage on the BBC, featuring an embroidered tapestry animation.James Cross

James Cross, who graduated in BA (Hons) Music Industry Management & Marketing in 2002, is Creative Director of BBC Creative, the broadcaster’s in-house agency, which is behind the ad campaign for the forthcoming tournament in Russia.

James said: "Our advertising campaign for the 2018 World Cup has been a real highlight. We have been really happy with the response so far as it has created a buzz around the BBC's coverage on TV, radio and online."

Every frame of the ad was individually embroidered and illustrates iconic moments from previous World Cups, as well as introducing the football stars competing in Russia this year, from Ronaldo and Lionel Messi to Mohamed Salah and Harry Kane.

More than 227,000 metres of thread were used to make more than 600 unique frames of tapestry, enough to stretch the length of a football pitch.

BBC World Cup adAlong with the film, which ends with the tagline ‘History will be made’, the campaign includes an actual seven-metre long tapestry which fans will be able to add to with their favourite moments from Russia 2018 and which will be displayed at a museum.

James was previously Creative Group Head for the agency McCann Manchester, and only set up BBC Creative, in Salford, Greater Manchester, in 2017, running it with creative partner Tim Jones.

The Salford office is responsible for all BBC Sport, CBBC, BBC Learning, Children In Need, Sport Relief, CBeebies and Comic Relief campaigns.

Speaking about what his job involves, James added: "Guiding the creative teams to make the best work in the world for the world's best broadcaster in a nutshell.

"Day-to-day, this involves managing the wider team, presenting work to stakeholders and marketeers, and also using my experience to make the work the best it can be.

"Among my biggest accomplishments is making the agency one of the most awarded in our first year."

On his education at Bucks New University, he said: "I think I was quite naive to the world when I started at Bucks but left full of confidence and insight into what I wanted to achieve.

"I regularly recall things I learned at Bucks and the inspiration many of the lecturers gave me stays with me to this day.

"The real-world insight of the lecturers was a highlight. Each of them had industry experience and set us all up nicely for the world after graduation."

Film: Making of the BBC ‘History will be made’ advert

BBC World Cup Advert


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