In late September, FIFA beer partner Budweiser duetted with US rapper Lil Baby to release an official music video for its FIFA 2022 Men’s World Cup anthem ‘The World Is Yours To Take’.
The video sees the Grammy Award winner reimagine the iconic Tears for Fears track ‘Everybody Wants to Rule the World’ for the signature soundtrack of the tournament beer sponsor’s global activation campaign for Qatar 2022.
The anthem seeks to capture the passion and enthusiasm of the fans will feel during this year’s tournament and the film itself showcase Lil Baby, his personal story and how it relates to the campaign’s themes of chasing your goals and achieving greatness.
The lyric video saw the design team at Untold Studios craft a series of dynamic animations which were projected onto Lil Baby and the surrounding set. These effects and moments were then captured on camera to create a fresh, mixed media effect.
The video, titled ‘The World Is Yours To Take: Budweiser Anthem of the FIFA World Cup 2022 – Official Lyric Video’ – dropped on 23 September and encouraged viewers and fans to stream and/or download the track at https://LilBaby.lnk.to/TheWorldIsYour…
“This was an adrenaline fuelled job from start to finish and an incredible project to be a part of. It combines all the things I love; music, cinematic live action and bold, graphic storytelling. All elevated by killer art direction and impeccable styling,” commented Director FILFURY. “Lil Baby was a dream to work with. He nailed everything from the first take and we were able to get an elevated execution with Lil Baby having some fun with it. He brought his personality and smashed it.”
The official music video for the campaign – which was created in harness with agency Wieden+Kennedy and the music video was helmed by Untold Studios director FILFURY – is supported by a series of films promoting the collaboration which will be released closer to the World Cup which kicks off on 20 November.
Joining creatives Lil Baby and Director FILFURY on the project was a team at production agency Untold Studios which included Executive Producer Luke Colson, Head Of Production Mariel Sands, Producer Samuel Cornwell, Line Producer Kim Carey, Production Supervisor Eugene Silva, Production Coordinator Emmanuel McGhee, 1st AD Ibrahim Yilla and 2nd AD Knia Bonds. The team in the camera department included Director Of Photography Josh Saideman, 1st AC Noah Orisich, 2nd AC Richard Sanborn, Steadicam Operator Richard Volsky and DIT Bradley Crosby. The Art Director was Todd Bailey, the Editors were Parker Wilson and Peter Leininger, the team also included Animator Cristopher Vannordstrand, Designers Bárbara Abbês and Elena Sáenz De La Torre Loras, while audio visual was handled by Music Matters Productions’ Projectionist Matthew Knotts.
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The music video is part of the wider Budweiser World Cup ‘The World Is Yours To Take’ activation which launched earlier in September and ‘The Drop’ scavenger hunt which rolled out in August.
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