Here are two links to my vimeo page where you can now see the You Sew section that I directed, designed and animated for one of the spots in the new Santander campaign.

I have uploaded both the full ad and the untouched version of my section only

I embroidered the majority of the word Sew by hand using a technique called silk shading. After that I finished it off by animating the serif at the end of the W, stop frame, in satin stitch. The embroidery was then comped on to a background plate and graded in After Effects (by John Taylor).