Walk, run, roll, skip, jump, bend or stretch. Movers unite!

When H&M Move asked us to democratise fitness for a new generation of athleisure consumers, we wanted to challenge the performance obsessed seriousness of goal-orientated workout culture by championing the one thing that everyone can do, MOVE.

Our campaign HOWEVER YOU MOVE is all about freedom of expression, zero judgement or expectation and total body empowerment, featuring an iconic cast of Zlatan Ibrahimović, Jane Fonda, JaQuel Knight and Nadia Nahim alongside streetcast Marseille youth, who prove that whatever your relationship with fitness and working out is, everyday is a day to find joy in movement, getting you one step closer to achieving your fitness goals, whatever they are.

Utilising our editorial mindset, we kept audience engagement front of mind, producing a diverse suite of assets for an omni-channel, above-the-line campaign that was digital-first by nature. Our approach was to create content around the hero film and campaign stills, creating additional short social-cuts focussing on personal body movement and joyful athleticism, as well as a series of inspiring talent talking-head films ready made for IG Reels and Tik Tok to engage digital fitness communities every step of the way.