Pick the clothes first and you spend the shoot looking for people to fit them. Pick the people first and the clothes have someone to belong to.
We cast across Nairobi over three weeks. Open calls in Ngara, agency lists, and a good deal of asking people in the street whether they would consider it. Several of the faces in the campaign had never been on a set before. It shows, in the way we wanted it to show.
The temptation on a retail campaign is to treat the family as a frame for the product. The product is the reason the campaign exists, but it is not the reason anyone stops scrolling. Warmth is a room a viewer either believes or does not, and belief is cast, not styled.
It is why the children look like they belong to the adults beside them. On the day, they behaved like it.
