‘Looking good has never felt so good’

JD Williams was about to advertise on TV for the first time. They had Lorraine Kelly on board but needed to show that their full range of sizes, gave women struggling to find well-fitting clothes a spring in their step. Dancing as a hobby, I suggested adding lots of free movement into the ads, and to my surprise, everyone said ‘yes’. It was light, it was upbeat, and it was fun to shoot. A fitting entrance for a new brand.