H&M’s new brand H&M Move offers a more accessible vision of sport by reframing it as movement, celebrating the fact that everyone on the planet is already a Mover.

After collaborating with Director Loren Denis on music supervision, our team set about clearing Jaded’s “Move It” so the campaign could benefit from the track’s pulsating rhythm and irresistible groove.

The resulting TVC, starring Jane Fonda and JaQuel Knight, is the perfect movement motivator.