With our prior knowledge of Sheeran’s attendance at the Sainsbury’s shoot, our priority was to assign a photographer who would be able to contend with the busyness of a large-scale, open photo call, with hundreds of excited fans and other members of the press present, while capturing strong editorial content that featured enough subtle branding to support the activation. Jeff Spicer, a showbiz photographer with more than twenty years of experience, did this for us fantastically, with the client commenting on how “very patient with the craziness of the day” Jeff was. While we were able to work attentively with the client to prepare for Sheeran’s appearance at the Sainsbury’s shoot, he surprised us by also opting to attend the second Ipswich Town shoot. We adapted quickly to support this last-minute change of plan. PA’s chief showbiz photographer, Ian West, effectively adapted the client’s pre-prepared shot list (which included shots of fans enjoying Tingly Ted’s pies) to ensure that the atmosphere and excitement around Sheeran were captured, without losing any of the branding. We were also able to prepare and execute two press release distributions on short notice, outside of business hours, to further support the stunt.