Fujifilm’s “Look Up” campaign invites people to step away from their phones and appreciate the world around them through a Fujifilm lens. Who better to create this invite, then, than the master of capturing the joyful moments in your everyday world: Josh Edgoose.

He photographed his son for the campaign, mid-radish harvest that they’d grown together in their garden. Posing the shot from a low angle, he used a fill flash to bring out the detail and warmth in the moment. The campaign will be OOH in various locations across Europe and is currently live on the London Underground.