We were thrilled to be commissioned to help IMEDEEN with their new campaign for man-age-ment. With England and Harlequins rugby star Ugo Monye as their new men’s ambassador they needed both studio and outdoor shots to show off his flawless complexion.
On this shoot I worked with my photographer friend Natalie and we set off to Shoreditch to meet Ugo, IMEDEEN and Ketchum PR. Ketchum's offices are based in a beautiful street so we knew that the outdoor shoot would go well. Luckily for us they also had a balcony overlooking hidden London architectural gems which also provided a unique backdrop. We set up our indoor studio and awaited Ugo's arrival. He came fresh from training and was a consumate gentleman right from the get go. After the team's make-up artist had sprinkled her magic (it didn't take long, his skin really is that good!) we got Ugo suited and booted and headed out to the Shoreditch street. It was a bright sunny evening and the picturesque setting was perfect for our requirements. Ugo made a few fans day by throwing a rugby ball to them and engaging in friendly banter. We then headed to the spiral staircase and balcony shots before beginning the studio shoot.
The indoor shots were a combination of clothed and torso shots designed to show Ugo's great skin. Ugo credits his firm, moisturised skin to the once-a-day IMEDEEN man-age-ment tablets that support skin quality. Featuring IMEDEEN’S patented Marine Complex – a unique protein formula – man-age-ment is a multi-tasking product, tailored to reduce visible signs of ageing in men.
London born and bred Ugo, 31, is best known for playing wing for England and Harlequins. He attended Lord Wandsworth College, which also produced Jonny Wilkinson, before joining Harlequins U19s and England Sevens. Monye made his England debut in England's 39–13 victory over the Pacific Islanders at Twickenham in 2008 and scored his first try for England against Scotland
at Twickenham in the Six Nations on 21 March 2009.
Ugo comments, “Health, fitness and looking good is at the top of my radar. I turned 30 last year and I don’t want to start seeing the effects ageing has on my skin. IMEDEEN man-age-ment fits easily into my regime – the Marine Complex ensures I get an added boost of proteins, Vitamin C and Vitamin E in my diet.”
Jo Tomlinson, man-age-ment Brand Manager adds, “man-age-ment is about grooming and skincare from within. Ugo, with his commitment to health and a strong grooming regimen, is a perfect role model for us. He has trained with the best over his career and continues to look good and take care of himself. As he grows into his 30s, Ugo will begin to see changes in his skin so it’s important he embraces easy skincare steps that will have a positive effect on his skin – one of them being IMEDEEN man-age-ment. It’s a sophisticated,multi-tasking product that helps with specific grooming problems – perfect for the time poor gentleman.”
So, with this brief in mind we set about perfecting different angles and poses for the client. Throughout the whole experience Ugo was a complete delight (even though he hadn't eaten anything since the morning because he'd been so busy!). We wrapped up around 7pm and Ugo set off home, but not before taking the time to FaceTime Natalie's rugby-mad 5 year old son. It made his day, what a gent!
Some of the press articles can be seen here: