We all have memories of J2O growing up. And that was exactly the thinking behind their new campaign - to move the drink from the past into a current Gen Z market. Commissioned by VCCP, Emily’s work boldly moves away from the static pub occasion it’s familiar in, finding on-the-go scenarios when genuine and authentic moments happen.

She followed feeling more than shot list, letting the dynamics between the models play out unforced. It meant the drink featured, but didn’t dominate. Get to the Juice was the tagline, and Emily's images capture the moments you hope for when the bottle opens.

Credits:

Client - J2O

Agency - VCCP
Associate Creative Director - Dipesh Mistry
Senior Creatives - Jo Boyle & Hannah Talbut
Senior Producer - Chelsea Chapman
Business Director - Lee Allen
Senior Account Director - Victoria Goulder
Account Manager - Katie Shea
Social Content Creator - Ré Poko

Photographer - Emily Scarlett Romain
Photographers Agent - Madeleine Penny, At Trayler
Executive Producer - Vicki Petifer
Producer - Louise Ellingham
PA - Josie Ryder
1st Lighting - Millie Noble
2nd Lighting Assistant - Georgina Watson
Digi - Laura Heckford
Props & Wardrobe - Issie Gibbons
Props & Wardrobe Assistants - Alice Dench & Lacie Gittins
Hair & Make Up - Theresa Davies

Talent c/o Crumb Agency - Leah, Yasmin, Hedo, Joey, Dejuan.