To get cricket fans match-fit for the T20 Blast tournament this summer, I didn’t just create an advert but launched a whole new fitness regime inspired by umpire signals and the world of 1980s Aerobics. Using a real umpire and a music video choreographer, Umpire Aerobics was launched first online, as well playing out in stadiums across the UK interacting with in-match situations on the scoreboard.