Hobby home page
Electriclime gif
IPA Banner Open Doors
jw collective
Contemplative Reptile
  • International Edition
  • USA Edition
  • UK Edition
  • Australian Edition
  • Canadian Edition
  • Irish Edition
  • German Edition
  • Singapore Edition
  • Spanish edition
  • Polish edition
  • Indian Edition
  • Middle East edition
  • South Africa Edition

Group Workouts Are Back on in Sports Direct's New Year Camapign

Creative 90 Add to collection

Bullion gets back to the grind in 2022 with spot from director João Retorta

Group Workouts Are Back on in Sports Direct's New Year Camapign

With the recent success of the Sports Direct Back to School campaign, MOX recruited Bullion once again for their New Year – ‘Don’t Stop Moving’ film. Director João Retorta has returned to the helm, channelling the contagious energy of group workouts and the journey of getting back into sport in the new year.

It’s an honest portrait of what it means to start back fresh in 2022, regaining that spirit and energy left on the shelf in the weeks previous. The film encourages the audience to start moving towards their new sporting goals, while having a bit of fun in the process. As for the ones already going for it, the message is clear- ‘Don’t Stop Moving’.

Informed by his Kinsale winning work on the previous Sports Direct campaign, and central to João’s creative process, the spot carries an authentic tone. Body positivity and inclusivity are central to the ‘Don’t Stop Moving’ ethos which features at the forefront of the campaign.

Both Mox and Bullion felt that it was important to cast from real life crews in order to represent an unrivalled passion for movement and exercise, and to maintain the fluidity and dynamism that is characteristic of João’s work. Perhaps most importantly, the film pays homage to the in-between moments of a workout where camaraderie and community spirit triumph. By featuring the moments where sweat drips simultaneously or a much-needed breather is taken, the film places the authentic human elements of any workout back at the centre of the story.

Sports Direct 'Don't Stop Moving'
view more - Creative
Sign up to our newsletters and stay up to date with the best work and breaking ad news from around the world.

Director: João Retorta

Creative Director: James Willis

Producer: Joel Spencer

EP: Guy Fuhrer

Production Manager: Sorcha O’Sullivan

Production Assistant: Scout De Wynter


Agency: Mox

Agency Creative Director: Matt Bolton

Agency Art Director: Julien Lazaro

Agency Producer: Sasha Handley

1st AD: Tristan Hefele

DOP: Harry Wheeler

Steadicam: Matt Allsop

Gaffer: David Nye

Art Director: Ollie Hogan

Sound: Olly Jennings

Wardrobe Stylist: Joe Prince

Hair & Makeup: Holly Miller

Location Manager: Mark Rolfe


Editor: Brendan Jenkins

Edit producer: Julian Marshall @ Tenthree

Colour: Simon Bourne @ Framestore

Music: Clap London

Design: Klong

Post: Framestore


Casting Director: Sarah Small

Genres: People

Categories: Retail and Restaurants , Retail Stores

Bullion Productions, Thu, 06 Jan 2022 12:57:55 GMT