A lioness lays on a living room couch as a couple looks shocked sitting next to it

The Pride Has Arrived

As anticipation mounts for the FIFA Women’s World Cup 2023, Framestore Pictures has directed a roaring creative campaign for ITV.

A lioness stands on top of a car

Directed and creatively led by Framestore Pictures director William Bartlett, the promo focuses on the idea of the lionesses entering into people's lives and morning routines across the country, bringing the new tournament front-of-mind, and reflecting the calm confidence of the Euros-winning England team. 

The film is a combination of both CG and real lionesses, the latter filmed against green screen on location in South Africa.  

To amplify the excitement and anticipation of the impending tournament, the team also added flags and ITV branding throughout the spot.

The final grade was provided by Colourist Matthieu Toullet at Company 3. 

William Bartlett said: “It was an incredible project to be involved with. ITV Creative were great to collaborate with and we had a lot of fun creating the scenes we could drop our lionesses into. And as always, the VFX crew at Framestore hit it out of the park delivering outstanding work worthy of such a strong creative idea. Now all that's left to do is sit back and enjoy the tournament!”

A lioness stands on top of a car
A lioness stands on top of an outside cafe table while patrons looked shocked


Creative Agency
ITV Creative
Executive Creative Director
Chris Vernon
Joaquin & Bailey
Lead Strategist
James Hillhouse
Senior Campaign Manager
Rachel Cann
Marketing Manager
Jamie Criswell
Production Company
ITV Creative
William Bartlett
1st AD
James Amos
Director of Photography
Ben Magahy
Production Designer
Simon Davis
Hannah Glossop
Makeup Artist
Natasha Lawes
Edit House
Leo King
Edit Producer
Maggie McDermott
Post Production
VFX Supervisor
Will Laban
Compositing Supervisor
Michael Baker
Animation Supervisor
Binal Shah
Post Producer
Semley Wilkinson
Production Support
Chloe Dunn, Conor Garnett
Adam Smith
Brad Noble, Nathan Clark
Adam Bailey, Binal Shah, Harry McCusker-Bland
Michael Baker, Tomer Epshtein, Joan Marques- Carbonell, Luigi Russo, Aadel Matoorianpour Tim Osbourne
Gabriela Ruch Salmeron, Gabriela Pruszkowska, Patrik Hanti
Lighting & Rendering
Will Laban, Martin Blunden
Storyboard Artist
Nicola Yordanov
Tracking & Layout
Victor Farag
Humberto Reynaga, Matthew Collins
Matthieu Toullet @ Company 3
Colour Production
Ellora Soret, Kerri Aungle
Audio Design
Sound Engineer
Phil Bolland
Sound Producer
Julian Marshal
Ross Wakefield