I am a big proponent of cinema-going – the real cinema that is, where you get away from the plasma thing in your living room, put on proper I-can-be-seen-in-public clothes, make yourself look half decent and hang out with some strangers in a darkened room for a couple of hours. So I was extra jazzed to do a campaign for the wonderful Palace Cinema chain. We shot this at the Palace in the Como Center, which is actually more of an ultra classy bar/lounge/café, where you can sit in plush cinemas and watch films too.