The new WW campaign for Boodles appears to have drawn universal plaudits. Loved by the staff of our client Boodles, we have also received many letters of congratulation from the media, including the US editor of Vanity Fair. And most importantly, a fabulous response from the consumer. Boodles sales have responded by growing over 50% in 2010, within a highly challenging marketplace. WW worked with photographer Dan Smith, with Michelle McCallum as model. We chose Dan for his deep sensitivity to femininity and strong technical knowledge of the use of light. As the images are backlit by the rising or setting sun, and considering that we needed to have a significant level of light to capture the jewellery, the lighting was a critical element in the success of the shoot. Entirely natural light was used.