We were tasked with helping McCains reinvent itself visually through photography. To show its teams on the inside how you should work with real people for compelling and authentic moments in photography. We went about casting this project through Darwin’s own network through social media as well as our photographer, Alex Ingram. Alex’s unique style that feels so natural and easy to connect with, he was the perfect choice to bring people together and craft stills that felt like you were there with the cast. 

We searched up and down the country to bring a winning shortlist. That was not only diverse in an authentic way, but celebrated different types of families all coming together. The result was a winning campaign that went from an internal only project to images being licensed and living OOH.