South Africa, May 19 -- "Ever wonder why the crest covers your heart?" begins the campaign. "It's where the fight lives."

"I don't think this showcased anything unique," reflects director Colwyn Thomas. "If anything, I think it was a distillation of what we do best, on a bigger stage, with higher stakes. Years of experience brought out the best of the little moments in this piece."

Those moments emerged through vigilance. During a location scout in Mexico City, the team discovered a fan whose dog wore team colours and barked aggressively at strangers. "Suddenly we had a shot we'd never dreamt up," Thomas recalls.

This alertness to magic led them six hours into the mountains to capture a young girl who, after taking a brutal tackle, ris...