A high-energy, style-driven spec campaign blending urban dance, personal fashion, and modern youth culture. All captured through photography and motion at an East London basketball court.
DELIVERABLES:
Stills for web & social, hero images, behind-the-scenes documentation
Stills for web & social, hero images, behind-the-scenes documentation
PROJECT OVERVIEW
Client: ASOS (Spec Ad)
Agency: DNA
Location: Hoxton, East London
Date: Spring 2025
Photographer: Martin Sylvester
Role: Lead Photographer
Distribution: Web and Social Media
Agency: DNA
Location: Hoxton, East London
Date: Spring 2025
Photographer: Martin Sylvester
Role: Lead Photographer
Distribution: Web and Social Media
BEHIND THE SCENES
THE TEAM
CAST
– Sophie Parris @sophie.parris
– Amber Easton @ambereastonn
– Jordan Jewell @jjewellsss
– Myles Thomas @mylesthomass
– T’yanna Attram @tyannanicolexx
– Victor Allen @itzvictorallen_
– Troy Rochester @troy_roch
– Rachel Hunt @_rachel_hunt
– Laura Dougan @lauradougaan
– Jelka Lepever @jelkalepever
– Sophie Parris @sophie.parris
– Amber Easton @ambereastonn
– Jordan Jewell @jjewellsss
– Myles Thomas @mylesthomass
– T’yanna Attram @tyannanicolexx
– Victor Allen @itzvictorallen_
– Troy Rochester @troy_roch
– Rachel Hunt @_rachel_hunt
– Laura Dougan @lauradougaan
– Jelka Lepever @jelkalepever
CREW
– Producer / Director: Sam Sharma @theshasam
– EA: Paulina Geerdsen @pollyblogsshit
– 1st AD: James Duddy @jumsdudd
– 2nd AD: Alex Bernes @alexbernes
– DoP: Shaun Waldie @shaunwaldie
– Drone Op: Rob Fenton @fentonfilm
– Director of Movement / Choreographer: Sophie Parris
– Casting: Sophie Parris
– Stylist: Gia Monstrum @gia_monstrum_
– Photographer: Martin Sylvester @martinjsylvester
– Social Media: Xoya Mir @xoyadoesitall
– Producer / Director: Sam Sharma @theshasam
– EA: Paulina Geerdsen @pollyblogsshit
– 1st AD: James Duddy @jumsdudd
– 2nd AD: Alex Bernes @alexbernes
– DoP: Shaun Waldie @shaunwaldie
– Drone Op: Rob Fenton @fentonfilm
– Director of Movement / Choreographer: Sophie Parris
– Casting: Sophie Parris
– Stylist: Gia Monstrum @gia_monstrum_
– Photographer: Martin Sylvester @martinjsylvester
– Social Media: Xoya Mir @xoyadoesitall
MY APPROACH
I joined the team at rehearsals two days before the shoot to plan how I’d work within such a high-energy, movement-led setup. We quickly realised that shadows from the surrounding buildings would be an issue during parts of the day, so I suggested we use the PhotoPills app to track sunlight and find the best shooting window.
On the day, I kept just behind the videographer with the Insta360 X5 to avoid stepping into shots, while still capturing dynamic moments of dance, movement and personality. I also documented the crew in action and the energy in between takes. In the final hour, I set up strobes on the court and captured the hero stills that tied the full creative together.
RESULTS
While the final video is still being graded, the photos have already made an impact on social. The cast and team have been posting widely, with strong reactions and steady engagement. Most posts are hitting 35–50 comments, with people calling out the styling, energy and movement in the images.
REFLECTIONS
“It was inspiring to work alongside such a talented group of people. Bringing my portrait background into a fast-moving group shoot like this pushed me creatively in the best way. The energy was real, and it shows.”
~ Martin Sylvester
~ Martin Sylvester
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