JD’s back with a Christmas campaign that flips the script. This time, they’ve handed the camera to the people actually shaping the culture. ‘Where Are You Going?’ is a global mash-up of clips filmed entirely on phones, showing real moments from real people. There are no sets, no lighting crews, no filters. Just 286 young creatives from around the world capturing life as they live it.
The result is a raw, unfiltered look at what it means to be young today, which includes chasing goals, figuring things out and moving forward with purpose. Every moment started with one simple question: “Where are you going?” The answers demonstrate the ambition, honesty, and energy that make this generation distinct.
A few familiar faces pop up, captured just being themselves. Cole Palmer’s spotted taking pictures with fans who flip the camera the wrong way round. Nemzzz is in the club with his team, and Myles Lewis-Skelly’s back on the tennis courts. ‘Where Are You Going?’ captures the spirit of a generation that stays Forever Forward.
Watch the full campaign video below.