Client
River Island
River Island
Create a campaign for SS19 Pride heroing both conventional and unconventional families within the LGBTQI+ community.
For SS19 Pride, River Island partnered with anti-bullying charity ‘Ditch The Label’ to create a limited edition unisex product range. To support this key Pride moment and tie back to their main #ThisIsFamily message, they wanted to create a piece of video content which heroed both conventional and unconventional families within the LGBTQI+ community and tell their stories.
We were asked to combine product-focused shots of the charity collection with unique moments that highlighted the bonds between the families, so we took the old school family portrait setup and turned it on its head with moments that highlight the bonds between the family members. Focusing on bold, simple, honest interviews, capturing candid moments and getting playful with the camera work. To us, this was reframing the stiff family portrait model much like our individuals are reframing the idea of a traditional family.