Working alongside BBC Creative, ON THE SLY created the audio trailers supporting the BBC’s coverage of the FIFA World Cup 2026 across BBC Radio and BBC Sounds.

Built around the idea that a World Cup is about much more than what happens on the pitch, the campaign celebrated the moments surrounding the tournament itself: the fan parks, the late-night kick-offs, the group chats coming back to life and the shared anticipation that builds before a ball is even kicked.

Working with BBC Creative’s creative direction, we were responsible for the audio production, music editing, mixing and sound design of the campaign. The trailers combined commentary, fan voices, music and sound design to create a sense of scale, excitement and occasion across BBC Radio and BBC Sounds.

While very different from the live experiences and immersive environments we often work on, the creative challenge felt surprisingly familiar: how do you make people feel that something important is about to happen?