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Millets SS07
Millets brought us onboard to produce brand imagery that would reflect their authentic position in the active lifestyle market place… “proper” was the key word… we wanted the imagery to shout believability – doing away with shiny children and limp models who had never seen a tent in their lives. We replaced them with cheeky, dirty kids and active, credible people.
18 locations, 8 days, 14 models and 130 tents later we managed to get what we wanted… according to Millets, the best imagery they’ve ever had.
Photographer: Rodolphe Opitch
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