JD has launched Where Are You Going?, a Christmas campaign created entirely by young people and filmed on their mobile phones. The retailer invites Gen Z to take full control of the storytelling, and as a result, the film offers a striking, unfiltered look at modern youth culture.
Instead of using studio lighting or large crews, JD gives the camera to the people who shape culture daily. The footage feels immediate and personal, with vertical clips, quick snapshots and real moments that could come straight from any camera roll.
A Self-Shot Global Story of Youth Today
The film starts with one question: “Where are you going?”
Because of that simple prompt, 286 young people around the world shared the ambitions, fears and dreams that push them forward.
Some aim high, like the contributor who says, “I want to be famous. If that doesn’t work, I’ll just become a pharmacist.” Others reflect on growing up, admitting, “I’m scared we’re not going to be friends in 10 years.” Many talk about mistakes, pressure and the need to enjoy life while everything changes.
Together, these moments form a global portrait of youth today — hopeful, uncertain and always moving forward.
Familiar Faces Shot Like Friends, Not Celebrities
JD features several well-known names, but they appear in the same unfiltered way as everyone else. The tone stays relaxed and natural.
- Cole Palmer laughs with fans who tell him he’s holding the phone wrong.
- Nemzzz enjoys a night out with his crew.
- Jade Thirlwall jokes between takes in the studio.
- Paddy “The Baddy” Pimblett mentors young athletes at a local gym.
- Myles Lewis-Skelly returns to a childhood hobby on the tennis court.
- Stillryan records a moment on the street.
- Skye Newman rides through the city with music loud and energy high.
These appearances sit seamlessly alongside footage from young people in Tokyo, Berlin and beyond, creating a global gallery of real life.
A Shift in How JD Tells Stories
Uncommon Creative Studio developed the campaign, with 27-year-old filmmaker Francis Plummer directing. The project marks a shift for JD because it treats community voices and celebrity voices equally. As a result, the film feels fresh, collaborative and grounded in real experience.
“Young people today don’t need to be told who they are — they’re already showing us,” says JD Marketing Director Neil Corrie. “Where Are You Going? is made by them. It’s youth culture as a movement, not a moment.”
The final edit blends stills and video clips in a style similar to a phone’s photo album, which makes the whole film feel intimate, lively and close-up.
Campaign Launches Today
JD’s Where Are You Going? Christmas campaign launched this week across YouTube, digital platforms and out-of-home screens. Exclusive product drops are also available now at jdsports.co.uk and in JD stores across the UK.
With this campaign, JD reinforces a simple message: young people define culture — not brands.
