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. India deserves a special shout out for best unexpected use of a Jungle track in a family video, it still makes me laugh.

Shout out to Elissa Singstock for pulling off such an enormous feat, Danicha Leliveld for dealing with quite a lot of my unhinged calls, and Marine Dugros for being a genuine calm pond.