Primark

Primark wanted to promote Robbie William’s label Farrel which they sold within their stores. They were keen to market this collection as urban cool street style. Instead of pitching an obvious city location shoot I took photographs around the Shoreditch area of London and mounted them onto boards to create dynamic backgrounds. This coupled with the right model casting created the urban feel that they were looking for. After the campaign was published in Shortlist magazine the client were so pleased they also bought additional rights for the images to use them as in store displays.