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Sports Direct “Sport Starts Here” 2021

Sports Direct “Sport Starts Here” (2021) is a Sports Direct commercial directed by Henry Scholfield for MOX, produced by Academy. It won one award: Creative Circle 2021 Silver FILM CRAFT - Best Sound Design.

A diverse group of athletes, initially uninspired, find their passion for sports reignited through a series of surreal and energetic transformations, culminating in a vibrant stadium celebration.

Video: String and Tins on Vimeo

Shot by shot

  1. A group of diverse people in winter clothes stand at a bus stop in front of a small building with neon signs at night under a full moon.© Sports Direct0:00
  2. A group of diverse people in athletic wear stand at a snowy bus stop at night, then the camera spins to show them from above.© Sports Direct0:06
  3. A young man in a patterned shirt stands in a spotlight as other people on bikes ride past him in a dark, blue-lit room.© Sports Direct0:11
  4. A football is thrown into water, creating splashes and bubbles as it sinks into the dark blue depths.© Sports Direct0:16
  5. A male soccer player in a white jersey stands on a stadium field at night, looking directly at the camera with a serious expression.© Sports Direct0:23
  6. A male soccer player in a white jersey looks intensely at the camera on a stadium field at night, then quickly turns his head.© Sports Direct0:27
  7. A young Black man in a white tank top dribbles a basketball in a busy locker room with other athletes getting ready.© Sports Direct0:29
  8. A male karateka in a white gi and black belt stands confidently in a gym, surrounded by other athletes in various states of action or repose.© Sports Direct0:34
  9. A golf ball is held in a hand, glowing brightly against a dark background, then placed into a white golf bag.© Sports Direct0:39
  10. A group of people in athletic wear dance on a glowing green platform in a dark studio, while a person swings a long white pole.© Sports Direct0:42
  11. Two young women in puffer jackets sit in empty stadium seats, one holding a snack and looking surprised, the other looking unimpressed.© Sports Direct0:48
  12. A diverse group of athletes in various sports uniforms performs dynamic exercises on a floodlit grass field at night, with "STARTS" text appearing over them.© Sports Direct0:55

Stills © Sports Direct. Made by MOX, Academy and Henry Scholfield.

Every shot, full-quality frames and clips, and search across every commercial. Free account.

The idea

Surreal transformations of everyday people into athletes, showcasing the joy of sport.

Tagline: “Sport Starts Here”

everyday to extraordinarymagical transformationdream sequencemontage of activitiesdiverse castcall to action

The cut

Length
60 s
Shots
29
Average shot
2.1 s

What creatives use Sports Direct “Sport Starts Here” for

  1. 01Reference frames for your treatment

    Pitching something with the feel of Sports Direct “Sport Starts Here”? A screenshot from a video player won't hold up in a deck.

    Download any frame of this spot at full quality, with its credits, or search every spot for the same look.

    A group of diverse people in winter clothes stand at a bus stop in front of a small building with neon signs at night under a full moon.© Sports DirectA group of diverse people in athletic wear stand at a snowy bus stop at night, then the camera spins to show them from above.© Sports DirectA young man in a patterned shirt stands in a spotlight as other people on bikes ride past him in a dark, blue-lit room.© Sports DirectA football is thrown into water, creating splashes and bubbles as it sinks into the dark blue depths.© Sports Direct
    Frames from Sports Direct “Sport Starts Here”

  2. 02Shot list example: how it was cut

    You need the structure of a great spot, shot by shot, for your storyboard.

    Every shot of Sports Direct “Sport Starts Here” in order, with its length, framing and what happens in it.

    A group of diverse people in winter clothes stand at a bus stop in front of a small building with neon signs at night under a full moon.© Sports DirectA group of diverse people in athletic wear stand at a snowy bus stop at night, then the camera spins to show them from above.© Sports DirectA young man in a patterned shirt stands in a spotlight as other people on bikes ride past him in a dark, blue-lit room.© Sports DirectA football is thrown into water, creating splashes and bubbles as it sinks into the dark blue depths.© Sports DirectA male soccer player in a white jersey stands on a stadium field at night, looking directly at the camera with a serious expression.© Sports DirectA male soccer player in a white jersey looks intensely at the camera on a stadium field at night, then quickly turns his head.© Sports Direct
    Length: 60 s · Shots: 29 · Average shot: 2.1 s

  3. 03Ad ideas: every spot built on a everyday to extraordinary

    Before you present an idea, you need to know who has done it, and how.

    Sports Direct “Sport Starts Here” is built on a everyday to extraordinary. Search the library by idea to see every spot that uses it.

    Amazon “That Reading Feeling Awaits”© AmazonMeta “A (Slightly) Life-Changing Story”© MetaDoordash “Life Happens FriYay”© Doordashadidas “Euphoria”© adidas
    Amazon · Meta · Doordash · adidas

More commercials by Henry Scholfield

More from MOX

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  • Swatch "Pipe Dream" (2025) commercial still© SwatchSwatch “Pipe Dream” 2025Dir. Grajper · MOX
  • Nike "X MOX - Always On" (2024) commercial still© NikeNike “X MOX - Always On” 2024Dir. William Arcand · MOX
  • Sports Direct "Dare to Dream Big" (2023) commercial still© Sports DirectSports Direct “Dare to Dream Big” 2023Dir. LOOSE · MOX

Award-winning retail commercials

Questions

Who directed the Sports Direct “Sport Starts Here” commercial?

Henry Scholfield directed it, produced by Academy, for the agency MOX.

Which agency made Sports Direct “Sport Starts Here”?

MOX created it for Sports Direct (2021).

What awards did Sports Direct “Sport Starts Here” win?

1 awards, including Creative Circle 2021 Silver FILM CRAFT - Best Sound Design.

What is the tagline of Sports Direct “Sport Starts Here”?

“Sport Starts Here”

Sports Direct “Sport Starts Here” (2021) Commercial by Henry Scholfield: Credits, Awards & Stills