How do you engage millennial parents around the big calendar moments of sending the kids back to school, in a non-traditional way? Under the ‘Never Done’ global Nike platform, we created a surreal and fun campaign called ‘Never Done Playing’ centred around the idea of finding the magic in the mundane, and encouraging families to connect through sport. We rejected traditional back-to-school tropes such as kids in uniform, preferring instead to celebrate the joy of summer by showing families transform everyday chores and moments, and showing how any normal task can be turned into a form of play.

Virgil Van Dijk is featured with his two daughters for the first time in public, alongside celebrity family The Grimwades and a mix of street cast unique families. Directed by India Rose Harris, with stills shot by Lucas Garrido – the world was spread across Nike’s social channels, apps and a bespoke retail experience across all of Nike’s flagship European stores.