Bohemian Hits The High Street

Back in January I was asked by Primark to help refresh their homeware campaigns with some new art direction and styling. I partnered up with KO Productions (The KO being my old school friend Katy Offley whose company produces all of Primark’s shoots) and photographer Adrian Briscoe at a location I chose in Maida Vale, West London. With the help of two of my very organized assistants, I created some room sets for Primark’s Bohemian influenced ‘Road To Morocco’ collection. We had a mad rush of a day shooting in a small-ish house already filled with lots of furniture as well as all the bits I’d hired and brought in. But in the end we created some images that the client was thrilled with and that I felt proud of. My other old school mate that I’m also still friends with, Yolanda Chiaramello, made the gorgeous carnation garland for me, that hangs in the bathroom shot. Katy, Yolly, and I were at school together in Ramsgate when we were 15, so it was great fun to collaborate on this. I’m a sentimental old fool when it comes to friendships, so I’m tickled pink to see these images blown up huge in the Primark windows and know that my friends and I did it together. x

Primark Road to Morocco Bathroom

Primark Road to Morocco bedroom

Primark Road to Morocco Picnic

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