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Sports Direct – Sports Start Here

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Just when you thought you were all Christmassed out, Henry Scholfield and Sports Direct are here to grab you by the scruff of the neck and pull you back in.

Following a girl as she contemplates the dreaded "what would you like for Christmas?" question, Sports Starts Here zooms her around all possible active options, bringing her friends along for added shade.

Utilising the clever camera choreography Scholfield is becoming a master of, the spot is vibrant, funny and doesn't pause for breath.

"The brief was to make a Christmas ad that celebrates sport in a way that’s fun and iconic with a touch of mad," comments Scholfield, "which is a bit like creative catnip for me. 

"Time was tight, so we dug into some quick-footed creative collaboration with ECD Matt Bolton at MOX, with some excellent speedy production and post production from Academy and No8. That coupled with a client who was up for it, meant this was a very enjoyable film to make. 

"I was super stoked to find Yamina (our very talented lead), who, with Bex and Amanda (her mates) and the other 97 other cast members, makes the spot ring with much needed Christmas cheer."

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