The fun and light-hearted shots are a great reflection of the product and personalities present on the shoot day. This theme is carried through into a digital piece that has been produced to sit alongside the campaign; the super cute video is a reel of behind the scenes footage, which was shot during the shoot.
The shoot was completed in just one day at Big Sky Studios. There were 8 models in total, a few of these are babies of Primark staff. The final shots will be displayed in the windows and in stores throughout the UK & Europe.