Sun & Sand Sports, the biggest sports retailer in the Middle East, wanted to launch their first global campaign with a bang. We realised all sports brands were yelling the same thing. Train hard, sweat, be the best, reach glory, and Gen Z were sick of hearing it. So we encouraged them to do the exact opposite: Do whatever’s fun, play one thing, move on to the next. Commit to nothing.

Director: Dave Meyers

CGI Stills: Magnane
The Sun & Sand Sports Exchange
To help people commit to nothing, we're creating pop ups where they can trade their equipment, for different equipment. Over playing tennis? Swap your racquet for a football.