TOUCHDOWN.

A London kid in full American baseball kit, sat in a knackered armchair on a black sand beach, throwing a ball up and catching it. He throws one too hard and loses it in the sun. He waits. He shrugs. He walks off. It lands beside the empty chair after he has already gone.

The whole film came out of one line of product copy about never having gone to college and wondering whether baseball college is a thing. Everything after that, the beach, the chair, the kit, the shrug, is built backwards from the joke in that sentence.

Self-initiated. Nobody commissioned it, no brand is named here, and nothing about it is presented as a campaign that ran.