Cafe Rouge needed a new recruitment campaign. My idea was to emulate the famous IRVING PENN images of the 50s/60s that capture cool Parisian cafe society – but to recreate them with real member so staff – who you can then connect with through social media to get the inside track. And to to do it with some humour.

Cafe Rouge needed a new recruitment campaign. The idea was to emulate the famous IRVING PENN images of the 50s/60s that capture cool Parisian cafe society – but to recreate them with real members of staff – who you can then connect with through social media to get the inside track.  We devised a program to select staff members to be featured and created a series of fun – and stylish images that enabled new recruits to ‘picture themselves at Cafe Rouge.’

Photography: Gareth Gatrell