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“We still needed to get the nation excited for the tournament on the BBC,” he says. “We had a great idea last year that we were weeks away from shooting,” recalls Tim Jones, football t shirt creative director at BBC Creative. Pavey shares that the original plan for last year’s campaign centered on the hope and excitement of a new generation in a new new football kits decade. Yet, despite this, Pavey says the task and objectives for this year’s campaign didn’t change, football shirt printing even if its methods of production had to. I feel for the players of all squads with the number of games they have to play.