July 10th, 2014

We watched. We cheered. We wept –on the inside. Along with the millions of fans around the globe, 2014 FIFA World Cup fever invaded The Mill studios from London to LA.

As the most widely viewed sporting event on the planet, this year's tournament continues to gain fans (even in the US!) reaching a record number of global viewers and is expected to increase over the 3.2 billion reach of the 2010 FIFA World Cup. On the digital side, the event has been the biggest on record with over 24 million unique users streaming games live online.

The Warm Up

Before the tournament even began, Mill artists helped create the wonderful World Cup spots airing throughout the record-breaking broadcasts. Some spots, like Nike’s epic 'Winner Stays' and Adidas' ‘Battle Pack’, featured the sport's biggest stars. While other brands created beautiful short films featuring the fans and global celebrations like Budweiser’s Collective Energy Act 1 and Act 2, and Coca-Cola’s ‘One World, One Film’. We also helped Volkswagen celebrate every goal on Twitter for the #Gooolf campaign. See all the World Cup spots here.

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It’s not a celebration without the décor to set the mood. In our LA studio, Kelsey Napier created a vinyl decal that lit up the entrance with Brazilian colors. The Panini sticker-craze also made a stop at The Mill where artists could be found bartering for that one last missing footballer to complete their albums before the first kick-off.

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The Inspiration

Inspired by the moments on and off the field, Mill artists created artwork and captured images to commemorate the event.

Charles Bigeast
Mill+ Designer, London
Charles Bigeast created some amazing football themed artwork: 'All In or No Fang' animation, 'Gooaal!' illustration, and the 'World Cup 2014' illustration.

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Adam Carboni
Mill+ Director of Photography, NY
After Greece beat Côte d’Ivoire 2-1 and qualified for the knockout stages for the first time in history, fans in Astoria, NY took their celebration to the streets. Luckily, Adam Carboni was there to capture the moments of Greek pride.

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Kelsey Napier
Runner, LA
Kelsey created two animated gifs to celebrate the final two: Germany and Argentina

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The Competition

Foosball tables were set up throughout the tournament, giving artists and guests an outlet for their excitement - or disappointment. We even joined in on the competitive spirit with tournaments in LA and London.

Vintage-style foosball tables were set up in 'The Well' in our London studio, producing wonderful World Cup moments like the image captured below by Mill+ Executive Producer Josh Davies. The Mill studio in LA held an epic 16-team, single elimination, knock-out style tournament. Teams got creative with their names and photos as they battled it out for the 'Refoos to Lose' trophy.

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The Celebration

The two things a really great month-long celebration of the world's greatest sport really needs (besides the requisite food and beer) is large screens to watch the game ...and giant inflatable footballs. Sadly, the competition is coming to an end this week. But even after we crown the world's greatest football team and deflate our footballs, we'll still have our Instagram memories.

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