We wanted to reflect the less obvious art forms in Russian culture, and we decided upon embroidered folk art from the 1800s . The look gave us a short hand for "Russianness", and into it we animated historical moments from past World Cups, and then animated the players who would be the 2018 heroes.

Every World Cup gives us iconic moments, and the BBC will be there to uniquely capture it.

To stand out in a crowded space, and bring new audiences to the World Cup on the BBC.

The final film used 227,000 metres of thread to make 608 unique frames

of embroidery, each one of which was then individually shot and edited together

to create the world’s first fully embroidered advert.

It premiered in May at half time of the FA Cup final to over 9 million viewers

and continued to air across BBC ONE, TWO and FOUR, helping to deliver peak

audiences for the BBC’s World Cup coverage of over 18 million.

The film, and the story behind the making of it, also generated huge buzz

across social and online, as well as featuring on BBC News and in a double

page spread in The Guardian.