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MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
MOVING THE DIAL ON THE INTERSECTION AND IMPACT THAT CULTURE CAN FACILITATE BETWEEN GENERATIONS AND BRANDS.
Back To School

MANAGING DIRECTOR: Andrew McDade
CREATIVE DIRECTOR: Alexander Wu-Kim
EXECUTIVE PRODUCER: Raeanne Chami
EXECUTIVE PRODUCER: Louella Campbell
PRODUCER: Aleksander Mckenzie
DIRECTOR: Jonathan Lim
1st AD: Matt Enfield
DOP: Tom Black
1st AC: Gary Morris
2nd AC: Ivona Alavanja
GAFFER: Nik Damianakis
BEST BOY: Blake Hull-moody
SOUND RECORDIST: Luke Fuller
GRIP: Joe Bruneteau

Campaign: Back To School
Client: JD Sports
Year: 2022
Services: Campaign, Campaign Ideation, Casting and Talent, Creative Concept, Design, Production, Production Management, Project Management

2nd AD: Raeanne Chami
3rd AD: Jacinthe Lau
ART ASSISTANT/DESIGNER: Trav Leslie
AP EVENT PRODUCER: Simone Starikov
PRODUCTION ASSISTANT: Ibrahim Intwari
STYLIST: Marisa Suen
ART DEPARTMENT: Michael Restifo & Tara Sriharan
HAIR STYLIST: Laura Mazikana
MAKEUP ARTIST: Tina Matti & Luisa Zampogna
EDITOR: David Tse

The start of the new school year/term is a typically predictable, homogenous period driven by discount messaging and all evergreen all black products.

 

We wanted to help JD Sports challenge this convention in 2023 by creating a distinctive Back To School campaign presented by a range of leading lifestyle brands. To do this, we needed to lead with a unique story narrative into which we could integrate our products and brands, led by a credible cast of local talent.

 

Our 3-part short story documents emerging rapper Lee, and artist Aaliyah’s return to school after the Summer break. Each episode explores the various stories and scenarios around returning to class and the way our 2 protagonists navigate these situations.

 

As the story unravels, we introduce new characters from the JD Sports universe, talent previously featured in campaigns and nuanced easter eggs interconnecting these campaign narratives throughout.

Episode 1 – The Bells
Lee and Aaliyah return from Summer break. Lee recounts his rap career; being on stage with BBGB, Manu Crooks, B Wise, Kwame and Blessed, features in The North Face and JD Sports ads and being on the precipice of blowing up.

Episode 2 – The Class
Lee and Aaliyah are late for PE class and are surprised to learn their new teacher wasn’t a bench warmer for the Eels and didn’t date someone from Love Island but is none other than Olan Tekkers.

Episode 3 – The Principal
Lee is spending the afternoon in detention after wearing the wrong trainers on school grounds. Substitute teacher and manager Lionel is getting heat from Nooky, the principal, for not enforcing the correct footwear rules and being too lenient on Lee.

We connect brands meaningfully to culture through audience powered ideas that build engaged communities. From conceiving ideas that become campaigns, to producing and promoting them, we craft creative moulds that are tailored to not just individuals from a target audience, but from members of communities.
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