Samsung Europe wanted to promote their full range of performance-enhancing wearable devices in a highly saturated market. The steel-blue Under Armour thing has been done to death, and doesn’t even fit with the reality of Samsung as an ‘everyman’ brand.


Give two fingers to the likes of Protein World, and celebrate the actual world - one where people of all shapes and sizes, abilities and ages, are looking to get a bit fitter without signing their life off to a single ‘passion.’ This isn’t Wayne Rooney eating up football from the age of 3; this is your next-door-neighbour getting in an hour of yoga there, and a little bit of cycling over here.

Blessed to have such a diverse cast - something we pushed for - and were in turn rewarded with a client who understood it’s 2018.

Directed by Mollie Mills.