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Behind the scenes of Primark’s Christmas campaign

Retailer launches family album style Christmas campaign with Disney matching family PJs taking a starring role.

With its stores in England remaining closed until December 2, Primark has been bringing the Christmas cheer with a new family album style campaign – made via video call, making it the retailer’s most sustainable photographic shoot yet.

The fast fashion retailer wanted its festive campaign this year to celebrate families – with four families taking pride of place in its store windows: the Perez family in Spain, the Schleifer family in Germany, Davis family in England and the Frantova family in Ireland.

The families were each asked to become photographers for the day and capture images at home with the help of Brazilian photographer, Angel Castellanos, who had been experimenting with remote photography techniques throughout lockdown.

Angel video called each family via WhatsApp to help guide them on how to use the camera, alongside where and how to pose under the right light to get the best results.

As well as being seen in Primark store windows – ready in time for the re-openings ahead of the final Christmas run-in – the photos are also being used across Primark’s website.

Clockwise from top left: the Frantova family, the Davis family and the Perez family starring in the campaign.
Clockwise from top left: the Frantova family, the Davis family and the Perez family starring in the campaign.

And licensed products also take a starring role in the campaign.

The Schleifer family (main image) showcased Primark’s coordinating Christmas family PJs featuring Mickey and Minnie Mouse. As well as matching PJs for all the family – mum, dad, children and pets – there are also matching slippers featuring the Disney characters.

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