When it comes to photographing sports, it’s not the action itself but the personalities, the culture and communities surrounding it that fascinate Peter. Who better, then, to do this shoot for Guinness tapping into exactly that concept?

The campaign centered on a pair of exuberant Welsh brothers traveling from pub to pub, watching rugby and making new pals along the way. Peter’s pictures, shot for socials to complement the TVC by director Tom Green, highlight the power of sport to bring people together. His own experience of commercials meant he knew intuitively how to look around the highly choreographed action to capture portraits of individuals that exemplify at close range the exhilaration of merging with the crowd, being part of something bigger than yourself.