Concept / Casting / Production / Creative direction / In store / Window display / Europe
On the walk to and from the game men become boys…Free from responsibility and conformity. Rich explained that this emotion in its purist form was the walk home from school. Rich explored this notion that the walk home from school was the first time kids can break free from the uniform and be them selves !This formed the basis of this collaboration and the narrative to the campaign. Rich pitched this idea to his favourite and iconic photographer Gavin Watson. Gavin is ico noutorious for documenting youth culture and was glad to be on board. The final images formed a playful , editorial style layout with a timeless feel.
