A global documentary shot by 286 young people on mobile phones disguised as a Christmas Ad.
‘JD Sports - Where Are You Going?’, Role: Senior Creative & Art Director
They say young people live on their phones. It’s true. So we handed 286 of them a phone and asked one simple question: “Where are you going?”
Because the media narrative of young people is filled with worry, anxiety, a crisis or a heightened misconception. You’re seen as either the kid from Adolescence or the next Greta. Directionless or saving the world. So we wanted to let young people speak for themselves
Launch film: A raw, unfiltered portrait of young people, by young people. Ranked in the top 5 most-watched Christmas ads on YouTube in 2025.
OOH & Brand World: One huge phone camera roll became the template for every single piece of OOH, DOOH, tram, bus, social, in-store and digital. Made it unique to JD by applying to their signature ‘Forever Forward 10 degree angle”. With every design element (including headlines and branding) shot in-camera and uploaded to the phone’s photo library. Blending campaign imagery with real iPhone pics from the talent, creating the feeling you were entering into the talent’s phone
Agency - Uncommon Creative Studio
ECD - Benny Everitt
Senior Creative - Quba Tuakli
Senior Creative - Charlie Rout
Designer Director - Ryan McGill
Founder - Nils Leonard
Editor - Anders Mills
Director - Francis Plummer