This creative football announcement reveal is a right result

This creative football announcement reveal is a right result

The official England squad announcement was a belter, so let’s put our creative foot forward when revealing the big sporting decisions, says James Cross, chief creative officer and founder, Meanwhile...

The official England Men’s Euro 2024 squad announcement film, Our fans. Our players. Our summer, directed by Otis Dominique and featuring music from Jungle, was shot across the length of the country with 100 fans playing a unique role in showcasing the 26-man squad.

The efforts of KODE, Emmyland, SHL, Kodak and the 100 fans and volunteers who appeared on screen also deserve some props.

Cross’ take

I wish, like really wish, I had the final England squad announcement made to me via this film rather than by Michael Tsim’s iPhone (our CD) at a sunny pub in Manchester last Thursday afternoon!

As lovely as Michael is, and as pleasurable as the heated discussion that followed was (mainly on the ludicrous exclusion of Jack Grealish), its rare creative work really gets me in the ‘feels’ like this. Otis Dominique and the lovely crew at Kode, have done a brilliant, brilliant job here, and I can only imagine the complexities of how it was pieced together at the last minute.

It ticks every box, and it’s not London-heavy for a change – and don’t worry Kode, we clocked and fully appreciated the TFGM tram stop in the Foden scene. It does what so many brands desperately shoot for and fail, and that is to understand and depict culture in a way that feels real.

Everyone is repped. Even I felt seen as a 43-year-old father of three. This is a truly authentic piece of film, and I think joyous in every way. Like an understated Nike LDNR, and a far more relevant depiction of the zeitgeist than the main Euros broadcasters.

The music choice is great, and it’s one of my favourite things I’ve seen this year. Bravo. And come on England, FFS, surely this is the time!


Director: Otis Dominique
Producer: James Dearden
Production Manager: Mia Henderson
Production Assistant: Lucie Schmidt
Executive Producers: Matt Fleming & Emily O’Meara
Production Studio: KODE
Written by: Greg Sullivan, Otis Dominique and Matt Fleming
Creative by: KODE, Blackrush & The FA
DOP: Henry Gill
1st AC: Harry Coleman
2nd AC: Gordon Wong
Gaffer: Breandan McBennett & Craig Cowper
Art Director: Leo Turnbull
Art Assistant: Louis Müller
Sound Op: Alex Hanton-Rhys & Matty Groark
BTS Capture: Leonardo Dominique
Stylist: Tom Pirello
Styling Assistant: Rhea Purewal
Location Manager: Steve Cooper
Minibus Driver: Dean Cumbers
Post Producer:
Ed Chambers @ KODE
Editor: Nathan Greenwood @ KODE
VFX: Ikki Dhesi @ KODE
Grade: Stef Colosi
Sound Design & Mix: Ed De Lacy @ LittleThings Sound Studios
Audio Producer: Christopher Wrigglesworth @ LittleThings Sound Studios
The FA, England Teams Brand Lead: Greg Sullivan
The FA, England Head of Marketing: Freddie Sassoon
The FA, England Marketing Manager: Saahib Reehal

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