JD Sports Launches Fantastical Star-Studded Christmas Campaign

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Sports fashion retailer JD Sports, Manchester-based The Chase Creative Consultancy and partner company The Chase Films have teamed up for a star-studded new Christmas campaign featuring the likes of Anthony Joshua, Rita Ora, and Virgil Van Dijk.

The ad opens in front of a shop window, where a child is gazing at a pair of trainers, wishing he owned them. Suddenly, the mannequin (revealed to be Michael Dapaah) springs to life, inviting him into a fantastical world behind the window. The spot focuses on the magic of Christmas, with the idea of escapism achieved through constantly changing sets and their futuristic designs. The viewer is introduced to a number of celebrities, who are displaying a variety of JD’s attire, through the eyes of the kid, who journeys through this surreal world. 

The Chase Films, together with The Chase Creative Consultancy, created the main 70” video, which features celebrities like Michael Dapaah, Anthony Joshua, Virgil Van Dijk, Rita Ora, Mabel, Tom Davies, AJ Tracey, Maya Jama, Leomie Anderson, Sam Kerr, Wizkid and Aitch. The production company also created a series of 10” films, featuring Declan Rice and Trent Alexander-Arnold, in addition to 30” and 40” videos.

The spot was filmed over August and September and was directed by Oscar and BAFTA nominated writer-director, Mark Gill with cinematography by Fernando Ruiz. The filming was spread across multiple locations to keep up with busy talent diaries, taking place in West London Film Studios, the Excel Centre in London and Event City in Manchester. Following government health guidelines, the team at Chase Films were able to construct multiple large set designs that were complimented by VFX work completed in Manchester by Flipbook, with colour grading done remotely by Joseph Bicknell in New York.

Director Mark Gill comments: “We worked very closely with JD Sports on this spot and it was a truly collaborative effort. We wanted to focus on the fantasy element, leaning on escapism, in order to create an aspirational world. We tried to keep the urban feel of the spot, whilst incorporating some surreal and magical  moments.”

The campaign will first air on Friday 6th November during the ad break on Gogglebox, and will be continued on TV, VOD and social media throughout the festive period. 


Production: The Chase Films

Director: Mark Gill

Director of Photography: Fernando Ruiz

Producer: Ed Newell

Production Managers: Sam Atkins, Michael Evans, David Gluckstein

Production Design: Elizabeth Melinek

Editor: Bled Bujupi


The Chase Creative Consultancy

Creative Director: Ben Casey

Creatives: Stuart Mitchell, Mark Gill

Account Director: Elizabeth Young

Agency Producer: Greg Mills

Post Production

VFX: Flipbook 

Colourist: Joseph Bicknell

Music Composition: Strike


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