Shot on the streets of the capital – in the very neighbourhoods that will produce the next Skepta, Dina Asher-Smith or Harry Kane – areas such as Dalston, Peckham and Brixton provide a vivid backdrop for the bravado, passion for sport and unique London spirit that unites each of the 258 real-life young Londoners who appear in the film.
As the young Londoners are the focus, they launched the campaign through their social channels. Each of the athletes was given their scene as a standalone piece of content, which they posted on Instagram, linking to the next competitor to create a massive social media battle between some of London’s best young athletes. Soon after, the edits were amplified by the famous faces who also star in the campaign. The full version of the film was then broadcast from February 9 across TV, Cinema and Online.
Nothing Beats a Londoner is directed by collective MEGAFORCE, who have created films for artists and brands including Rihanna, Madonna and Instagram. Production is handled by Riff Raff Films.