A film to spearhead a kids-first social campaign to celebrate the unbeatable spirit of young Londoners. Filmed in the capital, it channels the vibrancy, diverse and optimism of London's youth via a giant game of oneupmanship, mixing real youth, young sports talent and more well known Londoners.

The youth here have it tough, but despite this, they have a relentless positivity and ambition - the mindset of elite athletes. So we flipped the traditional sports ad model and made them the heroes. An epic tale of one-downmanship, where kids outboast one another about how tough they have it, NOTHING BEATS A LONDONER captures young London authentically; real kids, real language, true stories, cult locations and a supporting cast made up of London’s most influential sporting and cultural figures.

The main thing for Nike was the skills all the kids had to have and the acting second. For the directors it was the opposite, but they knew they had to find the balance. This was always complicated by the fact that the kids had to be real Londoners, not actors.

Most of them had never worked in front of a camera before.

And then the client wanted new ways to film and show the action that had never been seen before, which added another complication for the actors! E the girl playing football had to deal with a drone circling her, while delivering the line and doing a football skill.