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.
The final asset library created was applied to daily online updates, used in 80,000 catalogues and in-store nationwide.