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Sustainable Style

Our Sustainable Christmas Photoshoot

Go behind the scenes of our most sustainable Christmas photoshoot yet. Here’s how we did it...

Nov 2 · 3 min read

Our Sustainable Christmas Photoshoot

Over the past year, we've all come to appreciate the importance of our loved ones, especially over the holiday season. So we wanted our campaign to celebrate families by creating a family album-style Christmas shoot.

But COVID meant that traveling and working in 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.

Here’s how we pulled our socially distanced and extra eco-friendly photoshoot.

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Behind the scenes of our Christmas photoshoot

Angel video called each family on WhatsApp to help guide them on how to use the camera, and where and how to pose under the right light to get the best photography results. The main challenge was the language barrier (hello, Google Translate...!). Thanks to some amazing technology (that we’ve all relied heavily on this year), four families take center stage in our Primark store windows!

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Safe And Eco-Friendly

Normally Christmas photoshoots involve a huge team, from photographers and art directors to stylists and makeup artists, who all have to travel by air, road, or rail. But this time, everyone stayed at home! With no miles travelled and no fuel or energy resources used (besides the odd cell phone and laptop), this was our most sustainable photoshoot ever.

Big Thank You's

A huge thank you goes out to the Perez family in Spain, Shleifer family in Germany, Davis family in England, and the Frantova family in Ireland. Not forgetting a very big thank you to Angel, our super friendly "at a distance" photographer from Brazil, for sharing professional hacks and tricks.

We hope you enjoy the shoot as much as we did creating it. Have a happy holiday season and a Merry Christmas from our Primark family to yours!