TalkTalk wanted us to deliver a new outdoor campaign that took their positioning of “For Everyone” and made it really resonate with Britain. To authentically deliver against that brief, it was essential that our photographic style and casting accurately represented the people of the UK. This was extremely considered to appear effortlessly authentic, helping us create a campaign that celebrated diversity, with an accurate representation of the nation at its heart.

The campaign is about showing how much we understand “everyone” by zoning in on the many and varied “tribes” of Britain, and how the internet helps them do their thing. And it needed to resonate with people of all walks of life. We cast and shot a mix of actors and ‘real people’ to give us authentic and powerful performances - grown women play computer games. Young black men cry at movies. And older gay couples binge on Netflix.

This work was shot in a unique style by photographer Robbie Cooper, with subjects shot in film gazing directly into camera without the photographer present, to capture candid, off-the-cuff stills and powerfully emotional expressions. He created a studio environment which he describes as an "anti-shoot", in which the attention of subjects was diverted away from the purpose of the activity. Our ‘Weeper’ listened to music that was personal to him and made him truly weep. Our ‘Winner’ got immersed in a Shoot ‘em Up and our ‘Flat sharers’ were genuine friends fully engrossed in watching their favourite show. Clever lighting and stripped back sets were then used to heighten that emotion, connection and relatability.