Made to Move

The Brief

In late 2020, Komodo was commissioned to implement the creative direction, production and delivery of George at Asda’s 2021 activewear campaign, Made To Move.

The brief was simple: create a colourful, dance-inspired fitness campaign, encouraging George’s target audience to get up and move after an indulgent Christmas period.

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Our Strategy

With a 25-strong cast and crew (socially distanced), we set about shooting the campaign over three days, including building, hand-painting and securing each individual set beneath our bespoke lighting rig. With three crews running simultaneously across two sets at a time, our team were able to capture a multitude of content for different George verticals, including in-store POS, digital video billboards and bespoke social content, split by channel.

As 2021 made its entrance, Made To Move was live on George’s digital channels and in over 350 Asda stores across the UK, Channel Islands, Malta and Romania. In addition to the in-store coverage, our creative was also distributed as a national digital billboard campaign, covering more than 2,000 sites around the UK.