Never Done Playing

Nike has worked with creative consultancy Soursop for its 2022 back-to-school campaign, ‘Never Done Playing’ which is made up of a series of films and photography centered around the idea of ‘finding the magic in the mundane’ - through sport. The campaign rejects traditional back-to-school tropes such as kids in uniform, preferring instead to celebrate the joy of summer by showing families – including Dutch star footballer Virgil van Dijk and his family – transforming mundane, everyday chores into play, and showing how any normal task can be turned into a form of sport. Virgil Van Dijk is featured with his two daughters for the first time in a commercial, and the family is filmed with van Dijk gardening on a Sunday as they turn the everyday tasks in the garden into an epic football match.

The campaign is surreal, playful, and full of energy with the aim of inspiring millennial parents with fun moments created from everyday family life. ‘Never Done Playing’ is led by three hero films directed by India Rose Harris out of award winning production company KODE and photography from Lucas Garrido.