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This is London

Client: Greater London Authority
Agency: 20ten
Role: Art Director  
Key points: Creative and Art Direction

Created to promote the UK capital’s role as host city for the UEFA EURO 2020 football finals as part of a wider campaign by The Mayor of London’s.


The film aims to help reconnect Londoners with the city that they love; making them feel positive about the future of London by celebrating the city’s core values, such as openness, diversity and resilience. 

Who, What, When

This campaign is a journey across the city, taking in the energy and positivity of cultures, communities and conversations from all aspects of London life, juxtaposed with football references.

This pro-bono film is an odd and a celebration of the city’s love affair with football and heralds the opening up of the capital as it moved out of lockdown.

The film featured:


TV sports presenter and lead co-presenter of ITV’s Euro 2020 coverage: Seema Jaswal. 

Our London Mayor Sadiq Khan can be seen showing off his “keepy-uppy” skills.

As well as upcoming British football stars, professional freestyler Mo Omar, and This Girl Can’s Charlotte Lynch, who plays for London Super 5 League, also star alongside a cast of everyday Londoners.


Agency 20ten

Creative Director/Director Dan Bacon
Art Director Jade Nodinot
Photographer/Director Cleo Samoles-Little
Production Unit9


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