For Urban Outfitter’s Christmas 2012 campaign we were asked to build a flexible, inexpensive set that could be shot in many different ways, giving the client multiple assets to use across online, print and in-store. As we were shooting in Autumn, we needed to find a way to make a bare studio in east London look aesthetically cold, on a budget. We teamed up with set designers Sam & Arthur to create a polystyrene environment, with three distinct areas from hundreds of cups glued together, flat sheets and packaging boxes. All of the polystyrene was completely recycled.
Behind-the-scenes video filmed by Urban Outfitters
The final asset library created was applied to daily online updates, used in 80,000 catalogues and in-store nationwide.
