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Always Like Never Before

All England Lawn Tennis Club

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McCann London
All England Lawn Tennis Club
Branded Content
Direction, Live Action, Design & Animation, Visual Effects (+ Daydreamer), Editorial (+ Search Party)

How do you immortalize the timeless greatness of Wimbledon, blending historical reverence with modern visual storytelling? That’s the creative challenge we embraced with McCann London for The All England Lawn Tennis Club’s Wimbledon Launch Campaign 2024.

Guided by the visionary direction of Carl Addy, we crafted "Always Like Never Before", an inspiring film that celebrates the stars of tennis past and future. By blending 3D animation, CGI, and archival footage, we brought unforgettable moments to life, each frozen in time to highlight the sport's enduring legacy.

Inspired by Wimbledon’s storied history, we reimagined archival material with cutting-edge CGI and post-production work, executed alongside the talented team at creative VFX studio Daydreamer. The result honors The Championship’s legacy while looking forward to its future, setting the stage for another unforgettable Wimbledon.

"Reimagining a close proximity to the match and stars meant we needed to capture doubles and other assets in a studio. We shot doubles and elements like tennis balls and nets at high speed to add to our sense of timelessness. It was great fun imagining what a tennis ball cam may look like, having a Ball Girl physically grab an actual glass ball that was housed on a camera lens. Although this film is largely a digital recreation, we studied Wimbledon’s vast archive of filmed and photographed matches, to understand the conditions and mood that is a quintessentially Wimbledon"

- Carl Addy, ECD & Director, The Mayda Creative Co.

“Year after year, The Championships surprise and captivate us and the creative platform from McCann allows us to celebrate the next generation of players and also pay homage to the giants of yesteryear. The creativity of frozen-in-time moments to unexpected twists, this Always Like Never Before campaign has become synonymous with our spirit at Wimbledon where we balance innovation and heritage. Each installment unveils a fresh perspective, reimagining our storied traditions and showcasing the magic of SW19, and we are excited for another unforgettable Championships to be added to the history books this July."

- Usama Al-Qassab, Marketing & Commercial Director for The All England Club

“From the living grass court surface to the All England Club’s fastidious attention to detail, to the majestic tennis action it inspires – every unique facet of Wimbledon delivers the unexpected, the surprising and the simply unforgettable moments which are woven beautifully together in our latest installment of our Always Like Never Before series.”

- Matthew Searle & Olly Wood, Creative Directors, McCann London