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By Amy Houston, Senior Reporter

August 19, 2022 | 2 min read

Marking the start of the new school year, Nike has launched a campaign that it hopes will inspire kids and parents alike to find magic in the mundane.

‘Never Done Playing’ is a series of films and photography that features families transforming boring, everyday chores into play and showcasing how normal tasks can be turned into a form of sport. The spot stars Dutch footballer Virgil van Dijk and his family.

The accompanying photo series shows­ van Dijk gardening, before being enticed into an epic game of backyard football with his daughters.


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

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 and Jeremy Barnes

DOP: Tristan Chenais

Production designer: Shaun Fenn

Movement director: Amanuel ‘AK’ Kahsai

Choreographer: Suzette Brissett

Wardrobe stylist: Juliana Laporta and Ben Caldwell

Hair and make-up: Olivia Nwachukwu

Stills producer: Christine Pagliarini

Photographer: Lucas Garrido and Alma Debenath

Editor: Brendan Jenkins @ Ten Three

Edit assist: Jules Bayer-Crier

Post and online: No8

Color: Tim Smith @ No8

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