Armoury filmmaker Mr Yankey directs new back to school campaign for George at Asda

Finally our children are allowed to return to school after a long 18 months of homeschooling. We are all looking forward to things going back to normal. This campaign, created by advertising agency Impero, directed by Mr Yankey, and produced by Armoury, highlights the excitement of going back to school with a Grime inspired music video ‘Arrive like you mean it’. Performed by audacious kids who feel empowered to be venturing back into education after a delayed break, it highlights the celebratory feelings felt by our youth, brought to life by director Mr Yankey’s innate humour and musical creative flair.

Claudia Solano, head of creative, George at Asda, said: “Going ‘Back to school’ and seeing friends has more meaning than ever, following 18 months of pandemic-related lockdowns. Impero has perfectly captured the excitement kids will feel on this day, while also commemorating their exuberance and talents, with a uniform that will have them ready for whatever the year ahead has in store”.

When asked about the casting process, Mr Yankey said, “When the brief came in it was essentially for a grime or drill music video essentially but with kids - and 3 of the roles were for kids who could rap. So it was important for me from the beginning that we did things properly and made it authentic. Especially after the last year, it’s been highlighted heavily is the way black culture works within our industry and it’s appropriated so heavily.”

The commercial oozes style with kinetic camera movements and bright colours that emphasise the exciting nature of going back to school, while adding to the comedic nature of the piece.

Mr Yankey adds - “We played with bringing more colours into it and talked about how we could maintain the drill aesthetic. We decided to shoot everything on wider angle lenses and from low angles - which allows the children to look empowered. Like the opening shot of Onyx looking down on you. You’re in their school playground, it’s their domain and where they thrive.”

Credits

Client: Asda

Creative Agency: Impero

Senior Producer: Clare Thomson

Creative: Zara Bennett

Executive Creative Director: Michael Scantlebury

Creative Director: Alastair Mills

Strategy Director: Charlotte Wilcocks

Production Company: Armoury

Director: Mr. Yankey

Producer: Sarah Mavity

Executive Producer: Matt Hichens