Sports Direct says keep moving

With the recent success of the Sports Direct Back to School campaign, agency MOX London recruited Bullion once more, this time for a New Year film.

Called Don't Stop Moving, director João Retorta has returned to the helm, channelling the contagious energy of group workouts and the journey of getting back into sport in the new year.

The spot is an honest portrait of what it means to start back fresh in 2022, regaining that spirit and energy left on the shelf in previous festive weeks. The film encourages the audience to start moving towards their new sporting goals, while having a bit of fun in the process. As for the ones already going for it, the message is clear; Don’t Stop Moving.

Sports Direct – Don't Stop Moving

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Agency MOX/London
Production Company Bullion Productions
Director Joao Retorta

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Credits

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Agency MOX/London
Production Company Bullion Productions
Director Joao Retorta
Creative Director James Willis
Producer Joel Spencer
Executive Producer Guy Fuhrer
Editing tenthree
Post Production Framestore/London

Design Klong
Music Clap London
DP Harry Wheeler
Production Designer Oliver Hogan
Editor Brendan Jenkins
Executive Producer Julian Marshall / (Executive Producer)
Colorist Simon Bourne
Art Director Julien Lazaro

Creative Director Matt Bolton
Producer Sasha Handley

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Informed by his Kinsale-winning work on the previous Sports Direct campaign, and central to Retorta’s creative process, the spot carries an authentic tone. Body positivity and inclusivity are central to the Don’t Stop Moving ethos, featuring at the forefront of the campaign.

Both Mox and Bullion felt that it was important to cast from real life crews in order to represent an unrivalled passion for movement and exercise, and to maintain the fluidity and dynamism of Retorta’s work. Perhaps most importantly, the film pays homage to the in-between moments of a workout where camaraderie and community spirit triumph and places the authentic human elements of any workout back at the centre of the story.