JD Sports redefines family
The UK sports-fashion retailer’s festive spot paints an authentic picture of what Christmas traditions and community can look like for different people across the country.
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Credits
powered by
- Agency Uncommon/London
- Production Company Love Song
- Director Saman Aminzadeh
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Credits
powered by
- Agency Uncommon/London
- Production Company Love Song
- Director Saman Aminzadeh
- Music Company The Hogan
- Director Elliott Power
- Creative Director Daniel Wolfe
- Managing Director Shirley O'Connor
- Executive Producer Ellie Goodwin
- Producer John Bannister
- Production Designer Bon Walsh
- DP Norm Li
- Editor Fouad Gaber
- Producer Caylee Banz
- Executive Post Producer Kayt Hall
- Edit Executive Producer Ruth Minkley
- VFX Lead Artist Miguel Wratten
- Colorist Simone Grattarola
- Post Producer Lily Baron
- Sound Designer Michael Haines
- Creative Director Anthony Moore
- Producer Beth Massey
- Music Supervisor Sean Hogan
- Music Supervisor Letizia Pacchioni
Credits
powered by
- Agency Uncommon/London
- Production Company Love Song
- Director Saman Aminzadeh
- Music Company The Hogan
- Director Elliott Power
- Creative Director Daniel Wolfe
- Managing Director Shirley O'Connor
- Executive Producer Ellie Goodwin
- Producer John Bannister
- Production Designer Bon Walsh
- DP Norm Li
- Editor Fouad Gaber
- Producer Caylee Banz
- Executive Post Producer Kayt Hall
- Edit Executive Producer Ruth Minkley
- VFX Lead Artist Miguel Wratten
- Colorist Simone Grattarola
- Post Producer Lily Baron
- Sound Designer Michael Haines
- Creative Director Anthony Moore
- Producer Beth Massey
- Music Supervisor Sean Hogan
- Music Supervisor Letizia Pacchioni
At a time of year when we’re bombarded with images of the stereotypical family unit, this candid campaign from British sports apparel chain JD Sports offers a true documentation of the different forms of community that make the festive season special.
At the heart of the initiative, created by Uncommon, is this touching hero film titled The Family Portrait, directed by Saman Aminzadeh through Love Song. From famous faces to real communities, the cast blends into one as we watch festival traditions unfold amongst diverse families and friends in gorgeous, slice-of-life vignettes.
With an unwavering focus on authenticity, JD presents a unique perspective on traditional family constructs through the eyes of its consumers - redefining what family really means today.
