CREATIVE DIRECTION
ON SET DIRECTION
JD BRAND DIRECTION
CAMPAIGN EXECUTION
CLIENT JD Sports
Celebrating 25 years of the iconic JD duffle bag, the campaign ‘Forever Forward’ showcases a relatable landscape of life for British youth JD ever present – from first kisses to kickabouts to hangouts with friends.
For generations, JD has meant so much more than just the latest trainers, training kit or trackie. For UK youth, it’s a status symbol. Bag across the chest on the first day of school, letting others know what makes them, them. Through its durability, functionality, and ever-evolving design, the JD duffle has powered resilience and forward-thinking. It has accompanied athletes, artists, creators, and adventurers on their remarkable journeys, carrying their dreams, passions, and aspirations along the way, serving as a strong reminder that possibilities are limitless.
Briefed to Uncommon Creative studios, I worked on the client side, providing insights, feedback, JD brand direction, onset direction & feedback and final campaign application.
Campaign Credits:
Creative Studio: Uncommon Creative Studio
Client: JD
Project Name: The Bag for Life — Forever Forward
Global Managing Director: Mike Armstrong
Marketing Director UK & EU: Chris Waters
Director of Social and Third Party Brands: Neil Corrie
Director of Multichannel Content: Ben Ingoldby
Head of Marketing Operations: Stephanie McClelland
Senior Marketing Manager: Louisa Craggs
Senior Creative Lead: Connor McManus
Campaign Manager: Rachel Coope
Head of Projects: Cristiano Molha
Head of Design & Artwork: Adam Bond
Producer: Liv Johnson
Head of Photography: Martyn Leather
PR Manager: Abbie Mattingley
Production Company: Iconoclast
MD/EP: Jean Mougin
MD/EP: Guy Rolfe
EP: Romain Gavras
EP/Head of Production: Kate Sharpe
Director: Amara Abbas
Producer: Luke Plaister
Service Producer for SugarFree: Michelle O’Brien
Production Manager: Marian Mikhail
DoP: Nicolas Loir
Production Designer: Bon Walsh
1st AD: Jim Cole
Edit: Trim
Editor: Tom Lindsay
Producer: Polly Kemp
Post: Electric Theatre Collective
VFX Lead: Hani Al Yousif
Colourist: Jason Wallis
Producer: Oscar Wendt
Sound Studio: Factory
Creative Director of Audio: Anthony Moore
Sound Design & Mix: Michael Haines
Audio Production: Ciara Wakley
Music Supervision: Mr Pape
Music Supervisor: Paul Brown