For hardcore fans (and grumpy people), it was the end of era when horse racing moved from Channel 4 to ITV. Tasked with creating a sponsorship film and idents for the new channel, our challenge was to remind our audience that while the channel may have changed, William Hill remains constant - forever associated with the sport of kings.
Cue AP McCoy, one of the best-known and best-loved jockeys of all time. Retired from the sport, our film shows the restless jockey sneaking out at night for a final furlong, unable to fully give up on his one true love. Shot in glorious 8K over three nights at Newbury Racecourse, the result was a spine-tingling tribute to the enduring spirit of the sport.