We open on a young woman making her way confidently through a locker room, before adjusting her bikini bottoms with a twang of the elastic. What follows is an endorphin-stirring celebration of women of all sizes and abilities, running, punching, kicking, rowing, throwing and diving like they just don’t care. ‘This Girl Can’ rejects the idealised imagery of women in sports advertising and instead heroes them in their wonderful reality – cellulite and sweaty faces included.

2 million fewer women than men exercise regularly in England. These women know the benefits of physical activity, and 75% of them said they’d like to do more. So what was stopping them? We discovered a number of barriers – from worrying about sweating to how they look in Lycra – but all reflected a common theme: the fear of being judged.

The selection of the track was key. ‘Get Ur Freak On’ by Missy Elliott provided an ownable and anthemic call to action for women everywhere to shake off the fear of judgement and ‘get their freak on’ in gyms, courts, pools, parks and pitches across the country.

The track was licensed, then edited to follow the arc of an exercise routine; the rhythmical drums to accompany our women limbering up; the beats syncing to fists hitting punchbags and feet kicking balls; Missy’s iconic “Quiet!” providing a pause for breath; then building to an adrenalin-fuelled climax before finally slumping into a shattered heap.