Supreme Committee for Delivery and Legacy.

Staging a World Cup icon's UK debut.

WMP designed and delivered the UK launch event for the official FIFA World Cup Qatar 2022 poster at the Design Museum in London: the poster's first public showing outside Qatar, bringing together VIPs, press, artist Bouthayna Al Muftah and FIFA World Cup Ambassador Sir David Beckham.

Expertise

Film Brand Events

Solutions

Brand Activations

Sector

Hospitality & Leisure

Background.

A poster with a story worth telling to a UK audience.

WMP were asked to create a launch event for the FIFA World Cup Qatar 2022 poster in London, showcasing the design and explaining the rationale.

The official poster, created by Qatari artist Bouthayna Al Muftah, had already made its mark in Qatar where WMP helped unveil it through an immersive experience at Hamad International Airport. Subsequently, the Design Museum was adding the poster to its 'Football: Designing the Beautiful Game' exhibition, and wanted a launch worthy of the poster's UK debut: one that could properly explain the design story behind it to VIPs, press and football fans alike.

The Solution.

A story told through film, and brought to life in London.

An immersive film uncovering the inspiration behind the design.

We created a multiscreen film, shot in Qatar and cut to a narration from Al Muftah herself, explaining the inspiration behind her design. Using slo-mo, abstract compositions, moving shadows and monochrome, the film built a thought-provoking piece referencing the essence of Qatar and the influences behind the poster. A specially commissioned soundscape, created in the UK using performances commissioned from artists in Qatar, brought a contemplative mood that chimed with Qatari musical traditions.

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Bringing the story home to the Design Museum.

We produced the London launch event at the Design Museum, where the film was re-run for an audience of VIPs, press, David Beckham and Al Muftah herself, marking the poster's first public display outside Qatar as part of the Design Museum's Football: Designing the Beautiful Game exhibition. Al Muftah and guests signed the poster, which was gifted to the Design Museum.

The impact.

An award-winning film, and a landmark UK moment for the poster.

The film went on to win an EVCOM award for cinematography, and the London event gave the poster a genuine UK cultural moment: its first public showing outside Qatar. David Beckham, FIFA World Cup Qatar 2022 Ambassador, said: “Football brings people together and Bouthayna's work conveys that sense of celebration and passion for the game.”

  • EVCOM Award 2023 Cinematography