Never Done Playing

Agency: Soursop


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.

This professional campaign titled 'Never Done Playing' was published in Netherlands and United Kingdom in August, 2022. It was created for the brand: Nike, by ad agency: Soursop. This Integrated medium campaign is related to the Fashion and Sports industries and contains 4 media assets. It was submitted almost 2 years ago.


Creative consultancy: Soursop

Executive Creative Director - Ravi Amaratunga Hitchcock
Creative Director - Francesca Marchesi
Writer - Will Lowe
Art Director - Salvatore Gullifa
Junior Art Director - Tom Sutcliffe
Account Director - Roos Verheyen
Producer - Elissa Singstock
Managing Director - Abi Leah

Photography - Lucas Garrido

KODE Production Credits / Nike / Directed by India Rose Harris

Production Studio: KODE
Director: India Rose Harris
Producer: Amalia Rosen Rawlings
Executive Producer: Jack Goodwin
Production Manager: Claire Adcock
Service Production Company: Palma Pictures
Palma Pictures Producers: Theresa Lucas, Nina Alkan, Elizabeth Crego, Vita Lains & Jeremy Barnes
DOP: Tristan Chenais
Production Designer: Shaun Fenn
Movement Director: Amanuel ‘AK’ Kahsai
Choreographer: Suzette Brissett
Wardrobe Stylist: Juliana Laporta & Ben Caldwell
Hair & Make Up: Olivia Nwachukwu
Stills Producer: Christine Pagliarini
Photographer: Lucas Garrido & Alma Debenath
Editor: Brendan Jenkins @ Ten Three
Edit Assist: Jules Bayer-Crier
Post & Online: No8
Colour: Tim Smith @ No8


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