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Be The Fox worked with creative agency MOFILM to capture the positive difference play makes in a child's life.

As part of George at Asda’s wider Back to School campaign, ‘Built for their Imagination,’ which raises awareness around the power of play with Children In Need, Be The Fox worked with creative agency MOFILM to design and produce a social experiment.

Directed by Joe Large, the short film inspires and encourages parents to play with their children in a time where this is less frequent than previous generations.

The filmed experiment was made for ASDA and Children In Need's digital, website and social channels and encourages parents to embrace the joy of play by seeing it through the eyes and imagination of their children.

The short film shows four parents in a room with random objects being instructed to play by themselves. They all feel out of their comfort zone until they are given assistance through an ear piece by their children. The instructions from the children shift the parents’ approach giving them confidence to play.