The All England Lawn Tennis Club and McCann London have released their annual campaign in anticipation of this year’s Championships. Spearheading the media output is this year’s inspiring trailer, Always Like Never Before, which launches today, featuring a historic series of incredible ‘like never before’ moments at SW19.

In an exciting and contemporary move for Wimbledon, McCann London has collaborated with award-winning hip-hop and electronic producer, composer and DJ, Hudson Mohawke. He has created an electrifying soundtrack, featuring vocals by GiGi Grombacher, to set the tone for the track and broader through-the-line campaign. The full length audio track will be made available on all digital streaming platforms, such as Spotify & Apple Music, on Wednesday 28 June at 7am PT / 10am ET / 3pm GMT. The release of this track across streaming services is another first from Wimbledon, embodying the wider campaign of ‘like never before’.

The rousing and meticulously crafted trailer uses a mixture of archive footage, 2D illustration, 3D animation, CGI and photography to revisit historic Wimbledon moments as timeless, epic posters. Each one heroes and immortalises iconic match-ups from the likes of Serena and Venus Williams, Roger Federer and Rafael Nadal, Bjorn Borg and John McEnroe, juxtaposing them with contemporary history-makers and rising stars like Coco Gauff, Nick Kyrgios, Ons Jabeur and Alfie Hewett.

The trailer, directed by visionary filmmaker Ernest Desumbila at Iconoclast/Sauvage, recognises the historic and career-defining moments that have taken place on the world’s most prestigious tennis stage, Wimbledon. Established tennis heroes take a bow, and the viewer is invited to engage with a new generation of tennis talent who are ready to break the mould and re-write the record books.

Find out more on McCann London.