As the 2010 FIFA World Cup teams were due to be announced, shirt sponsors, Umbro, commissioned us for their “Tailored by England” campaign. The day before England’s chosen squad was made public, we sent teams of muralists to every player’s hometown to paint their shirt number in a former haunt - schools, clubs, and pubs included. All 23 murals, including one in Italy for manager Capello, were completed, photographed, and released in print and tv ads within 24 hours. This resulted in 31 pieces of media coverage and 52 million total impressions.