Following hot-on-the-heels of its ‘Go All Out’ festive marketing push and the recent ‘Back to School’ campaign, Sports Direct teamed up with agency MOX and Bullion for a UK New Year marketing campaign called ‘Don’t Stop Moving’.
Led by a hero spot helmed by Director João Retorta, the spearhead spot seeks to channel the contagious energy of group workouts and the journey of getting back into sport in the New Year as collective exercise begins to return after pandemic restrictions.
The resulting creative aims to offer an authentic and honest portrait of what it means to ‘start back fresh in 2022’ and seeks to inspire viewers to ‘regain that spirit and energy left on the shelf in the weeks previous’.
Indeed, the film sets out to encourage the audience to start moving towards their new sporting goals – whilst having fun in the process – pushing body positivity and inclusivity via the umbrella ‘Don’t Stop Moving’ message.
Mox London and Bullion cast from real life crews to represent genuine passion for movement and exercise and to try and maintain creative fluidity and dynamism and also pay homage to the in-between moments of a workout where camaraderie and community spirit triumph.
The campaign was created for Sports Direct by a team at agency Mox which was led by Creative Director Matt Bolton and which included Agency Art Director Julien Lazaro, Agency Producer Sasha Handley, 1st AD Tristan Hefele, DOP Harry Wheeler, Steadicam Operator Matt Allsop, Gaffer David Nye, Art Director Ollie Hogan, Sound Engineer Olly Jennings, Wardrobe Stylist Joe Prince, Hair & Makeup Artist Holly Miller and Location Manager Mark Rolfe.
The Bullion team included Director João Retorta, Creative Director James Willis, Producer Joel Spencer, EP Guy Fuhrer, Production Manager Sorcha O’Sullivan and Production Assistant Scout De Wynter.
Edit was handled by Editor Brendan Jenkins, Edit Producer Julian Marshall and Colourist Simon Bourne at Framestore, with music from Clap London, Design from Klong, post by Framestore and the Casting Director was Sarah Small.
Leave a comment
You must be logged in to post a comment.