Every World Cup game would be streamed in Germany between 6pm and 2am or later, that was the insight. We built the film around Patti Smith's "Because the Night," not as a simple soundtrack choice but as the whole country's anthem for getting ready. Players running pre-match rituals, writing the names of loved ones inside their boots. Everyone else getting there too: a stressed executive running out of the office already on his jersey, a teenager at his local barbershop, a best man at a wedding sneaking one earbud in, Gen Z girlies retouching their lipgloss, a typical sausage barbecue, an engineer hanging off a windmill trying to catch signal in time. Walid Labri was the perfect director because his humor lives inside the frame. You pack a lot of story into a minute and it never feels crowded. "Sowas von ready." The line stuck.