Global Photography for Durex PlayHub
In May 2023, I had the pleasure of art directing an exciting project with a clear and intriguing brief: shoot our new sex toys in a real-life setting. The aim was to capture both sex and intimacy (distinct concepts), while making it fun, tense, diverse, authentic, and compliant with social media standards.
The global team were quoted a staggering £280k for a suite of 100 images from an external agency. Determined to find a more cost-effective solution, I took a different approach. Leveraging word of mouth and Instagram, we assembled a wonderful group of models, including couples, friends, and even exes.
A basement flat in Brighton served as the perfect backdrop, providing a cozy and intimate setting for the shoot. Five intensive days were dedicated to capturing the essence of our brief. The diverse group of models brought a unique authenticity to the project. Their genuine connections translated into compelling images.
The entire project was completed for under £15k. We secured full global rights for the images for up to 3 years. This project demonstrated the power of creativity and resourcefulness in overcoming budget constraints. By thinking outside the box and utilizing social networks, we achieved a high-quality, diverse, and authentic set of images that resonated with the audience and fulfilled the brief.
© Reckitt