PRIMARK » Really proud

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  • Campaign
  • Production
£475,000
Donated to ILGA World

Primark approached us with the idea of wanting to move away from the standard model casting process for the Pride campaigns. Putting trust in our casting process they felt we could elevate the campaigns to a better place, giving them authentic standout at a time awash with rainbows & glitter. Striving for true authentic representation we focused on involving groups within the community that were already creating the spaces for people to feel pride. As an agency we feel incredibly grateful to produce such important campaigns that are centred on real experiences and narratives from within the community and produced in a way that highlights the incredible talent in a safe & celebratory way.

SIBLING are an LGBTQIA+ Skate collective whose members have established community through a love of skating. EDNA put out an open call to SIBLING members and friends and the response to be involved was amazing, we finalised a cast of beautifully sincere people, an amazing crew with Izzy Miller Art Directing and Mitch Zachery behind the lens.
With concept by Rosie Hudson & Art Direction by Dani Breslin the 2023 campaign’s goal was to hand over even more of the creativity & storytelling to those involved. We worked with Kit Gale, a talented casting assistant whose work within the LGBTQ+ community brings with it a wealth of knowledge and contacts. We cast parents, friends and partners to self-shoot and show what their found family means to them. We worked with some brilliant photographers, performers & artists who truly brought this campaign to life.