The concept for the Roisin campaign was based around a single thought: Ziggy Stardust in Wimpy Burger. It was our intention to make her a 24-hour-a-day pop star, so that no matter where she went or what she was doing, she was always in character. This thought was partly inspired by Roisin’s own personality – a glamourpuss who swears a lot. In many ways her appearance in the shots was just an exaggeration of how she dressed on stage, so it was simple really. It was a case of mixing heightened glamour with the mundane.
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