When you can’t get to the snow, bring the snow (machine) to you. Dryrobe’s annual Alpine collection launch always posed problems, we’d have to shoot in October/November and its such a hit or miss time for finding snow, like in 2023 when we arrived in Iceland to a heatwave, it was basically t-shirt weather. I thought for 2024 we’d try something a little different and budget friendly. An £80 snow machine in the office car park. After a lot of experimenting we got it right, but I feel like we tried to style it out too much, so for 2025’s version we made no efforts to hide the snow machine, in fact we made a part of story. I love this, it almost feels like an anti AI campaign as much as anything.