The JD Sports
Christmas Campaign

Partnering with Havas Play, I was asked to work on the art direction for JD Christmas campaign. With the FIFA World Cup around the corner, the agency's idea was to involve the audience with a competition, in a JD authentic way. The natural place for this: an arcade. A two-minute spot jam-packed with famous faces and icons of brit culture, music and sports.

To create the color palette, we got inspired by the neon lights of an arcade. We combined the energetic neon pink and teal – a refresh on the classic Christmas red and green – with JD's signature colors. These colors guided the multicolored arcade aesthetic, making the photography and products pop.