Whether you’ve got a fully formed idea that needs a fresh set of eyes or nothing but a blank page, we’ll jump in at whatever stage you’re at. On the creative side, that means ideation, storyboarding, narrative breakdowns and art direction. On the strategy side, we look at your brand pillars and your social channels to work out what to make, where it should live and how it’ll land with your audience, shaping the thinking that everything else is built on.
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[Project]
Boo George Book Launch
[INTRODUCTION]
‘Right in the Eye’ is Boo George’s coffee table book, a look back at 15 years behind the camera. It moves from his early documentary series, Travellers and Horsemen, to shoots for Vogue, Louis Vuitton and Ralph Lauren, alongside portraits of Brad Pitt, Eddie Redmayne, Kim Kardashian and Emma Watson. Woven through the images is Boo’s own story, ghostwritten by Tom Connolly, which follows him from a childhood in rural Ireland to where he is today. Pintsized brought every part of the project to life, from the design and layout of the book to a pop-up gallery of Boo’s work during London Fashion Week and a two-week online shop selling copies of the book and prints from the show. Every penny from the sales went to the Bantry Bay Lifeboat Association, which looks after the coastline near Boo’s hometown.
This was Boo’s most personal work, so the book had to feel as considered as the photographs in it. Choosing the right images, sequencing them so each one complemented the next, and making sure they sat naturally alongside his story were all crucial. Consistency in the printing mattered just as much. Keeping the ink even across a black and white book of this size and scale is notoriously difficult, so we checked every copy by hand as it arrived from the printer. The book also had a second job: every sale needed to count towards a cause close to Boo’s heart, and the money had to come in fast from a short, limited release.
We designed the book from the ground up, shaping 15 years of work into one story, and partnered with Lykbox in Leeds to bring it to life. We chose a Swiss binding, which leaves the spine exposed and lets the book lie completely flat, so every spread can be seen edge to edge, just as the images were meant to be seen. The book was produced as a limited run of 200 copies, and alongside it we worked with Hempstead May on a collection of limited edition prints.
To launch it, we hosted a 48-hour gallery on Greek Street in Soho during London Fashion Week, putting the work on the walls and in front of the industry. The book and prints then went on sale online for two weeks only, with every penny going to charity.
From a 48-hour gallery and two weeks of online sales, ‘Right in the Eye’ raised €10,000 for the Bantry Bay Lifeboat Association, money that goes straight into lifesaving work on the waters where Boo grew up.
What started as a book to celebrate an esteemed photographers career became a launch event, a print collection and a fundraiser.
