Celebrating the power of play

Created for:
George at ASDA

Celebrating the power of play

With over 1/3 of school children in the UK dressed by George at ASDA, the ‘back to school’ period represents a huge time of year for the retailer. With an ATL campaign focusing on the great value of the clothes, MOFILM was tasked with creating deeper engagement with parents across Britain with a film that celebrated the power of play.

With creative freedom at the heart of the process, we sourced film treatments from 16 UK-based parents that ranged from CGI to social experiments as we sought to canvas an array of different approaches to storytelling.


Collaborating with parents to get an intimate and authentic understanding of the role play has in their lives as a mum or dad


Opening up the creative process to a variety of different creative approaches to explore the many different ways we could tell George’s story


The final commissioned film was endorsed by BBC Children in Need as part of their ongoing partnership with George, and most importantly receiving plaudits from parents across the UK

The final edits

Power of play

Credits: Joe Large

How it Works

an idea

Read the brief and send us your idea in a snappy write up or draft script. Tell us a story, and if your idea hits the mark we'll pay you to develop a treatment.

a treatment

Having been shortlisted, bring your idea to life through a formal treatment that builds on your initial thinking and wows us with your creative vision.

your film

Develop your final script and pre-production with support from our team and make a beautiful film that people want to talk about.

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