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Hinter den Kulissen unserer Weihnachtskampagne

Find out how we shot our family album style Christmas campaign via video call, making it our most sustainable photographic shoot yet!

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Tamera

Over the past year we’ve all come to appreciate the importance of our loved ones, especially over the festive period. So, we wanted our campaign to celebrate families by creating a family album style Christmas shoot. However, COVID meant that traveling and working within a studio would be limited, and our first priority was the safety of our staff and cast. Instead we asked four wonderful families from Spain, Germany, England and Ireland to become photographers for the day and capture the images at home with the help of Brazilian photographer Angel Castellanos, who had been experimenting with remote photography techniques throughout lockdown.

How We Did It

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Angel video called each family via WhatsApp to help guide them on how to use the camera, alongside where and how to pose under the right light to get the best results. The main challenge was the language barriers, but when necessary he got around that courtesy of Google Translate! Thanks to some amazing technology (that we’ve all relied heavily on this year) four families have pride of place in Primark store windows!

Sicher und nachhaltig

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Normally photoshoots involve a huge cast from photographers and art directors to stylists and make-up artists, all who usually have to travel by air, road or rail. However, this time everyone stayed at home! With no miles travelled and no fuel or energy resources used (apart from the odd mobile phone and laptop), this has been our most sustainable photographic shoot ever!

Big Thank You’s

Ein großes Dankeschön an die Familien Perez in Spanien, Schleifer in Deutschland, Davis in England und Frantova in Irland. Und natürlich auch an Angel, der von Brasilien aus seine professionellen Tipps und Tricks geteilt hat, superfreundlich war und zweifellos der geduldigste Fotograf der Welt ...

Hoffentlich macht dir das Ansehen der Kampagne genauso viel Spaß wie uns das Gestalten. Unsere Primark-Familie wünscht Dir und Deinen Lieben frohe Feiertage und glückliche Weihnachten!