The brief for the launch of Skins was to capture the absolute authenticity of contemporary teenage life and the nihilism of the ‘Why should I care?’ generation as reflected in the show. The Skins campaign portrayed the unvarnished reality of the ultimate teenage party. The shoot was a party in itself, and gave the posters an unstaged, raw and realistic edge, which would appeal directly to the core audience. From an art direction point of view, the intention was to make the posters interesting and intriguing by focusing on the main cast members and their individual personalities in a natural environment.
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