Preview image for a video called Spring’s Our Thing directed by Eli Sverdlov for George

George ‘Spring’s Our Thing’

Dirty Films, nineteentwenty and Saatchi and Saatchi are proud to present a new Easter campaign for Asda and George, encouraging us to ‘do our thing’ this Spring – and make the most of their seasonal offers.

Dirty’s Eli Sverdlov’s ever-playful and colourful direction together with Michael Coulter’s (Notting Hill, Four Weddings and a Funeral, Love Actually) rich and inviting cinematography brings us a visual and culinary feast. With help from 90s dance floor beat-makers, Basement Jaxx, you’ll be feet tapping and finger clicking around an Asda store in no time…

Collaborating with nineteentwenty VFX and Anarchy SFX, our dancing ‘Daff’ is a real mover and shaker, full of pizazz. Spring is ‘Daff’s’ time to shine, and he’s making the most of his ambassador of fun and adventure.

George is colourful and musical, where ‘Daff’ helps a group of young friends discover a series of bright, theatrical and themed rooms behind a wardrobe door. ‘Daff’ is the hero as he leads the group through to an awaiting new outfit, and beyond that – through to cloud-like and floral rooms. It presents the excited kids with a chance to show off their latest, fresh GEORGE garbs in an equally colourful and playful space.

Client: George

Vice President Creative: Eilidh Macaskill
Senior Director – ASDA & George: Sara Bates
Head of Creative – Fashion & Home George at ASDA: Aisha Jakhura
Senior Manager: Jess Cowling
Campaign Manager: Jade De Thorpe
Marketing Manager, George Fashion, Home &GM: Paige Martin
Campaign Planner: Adam Higgins
Comms Manager – Food: Hana Rathyal

Agency: Saatchi & Saatchi

Executive Creative Director: Sara Rose
Account Director: Tom Fraser
Account Manager: Natasha Griffiths
Creatives: Senan Lee & Pansy Aung
Producer: Maja Mcintosh

Production Company: Dirty Films

Director: Eli Sverdlov
Executive Producers: Alex Bedford & Ben Parkin
Line Producer: Mike Carr
Production Coordinator: Kristina Epenetos
DOP: Michael Coulter
Production Designer: Mark Connell
Home Economist: Katie Giovanni

SFX: Anarchy
SFX Technicians: James Churches, Ben Weller & Jess Linares
Editor: Gareth McEwen @ Speade

VFX: nineteentwenty
VFX Supervisor: Ryan Hadfield
VFX Nuke Team: Robert Lilley, Duncan Horn, Steph Daly, Claire Larkin, Adam McHale
and Chrys Aldred.
VFX 3D Team: Martin Blunden, Chris King, Eleonora D’Onofrio and Mike Farrar

Sound Designer: Andy Humphreys @ 750MPH
Music: Basement Jaxx ‘Do Your Thing’