The story

In order to launch the Qatar 2022 Bid to the football cognoscenti, a film was commissioned to express how significant football has been in the development of modern Qatar.

Who was listening?

‘Expect Amazing’ was used as the centerpiece for the FIFA Breakfast in Cape Town in November 2009, where each of the nations bidding to host the 2018 and the 2022 World Cup Tournaments launched their bids.

How it was told?

The film takes the viewer on a journey from the late 1940’s, through the generations and in each scene the enjoyment and commitment to football is expressed. Over the course of the film, key attributes of Qatar’s bid are expressed whilst retaining a fun, surprising and contemporary tone. Cut to V.V Brown’s ‘Everybody’, the film engages the audience in the promise of how the world cup in 2022 in Qatar might be.

How well it was told?

Charlie Sale of the Daily Mail descibed the Qatar film as being “of similar epic standard to the London production company’s video for the London 2012 Olympic bid“. YouTube coments include “What a video, what a song”, “Awesome” and “Simply Amazing”.