Photography graduate's work lights up Piccadilly Circus on NYE

04 January 2024

We All Make London - Serena Brown

This New Year's Eve, London was illuminated with the work of Photography BA(Hons) graduate Serena Brown as part of the Mayor of London's 'London for Everyone' campaign.

Type: Video
Category: Our graduates

All eyes are on London during New Year's Eve, with the country waiting for fireworks and displays to light up the capital. This year in Piccadilly Circus, one of the biggest billboards in the world was illuminated with the work of Serena Brown, a Photography BA(Hons) graduate who was comissioned to work on a bold campaign for the Mayor of London. 

Serena Brown has worked on some incredible projects since graduating, working with huge brands such as Pepsi, Nike, Levis and National Geographic, to name a few. Conveying a constant sense of candid honesty throughout her work, Serena's organic style resonates across all her projects and in this case specifically, her portraiture.

Spearheaded by agency The Elephant Room, the 'London for Everyone' campaign aims to unite communities across the capital – encouraging respect, promoting equality and rejecting hatred in all its forms.

By celebrating the different backgrounds, stories and religions of the people featured, the campaign celebrates the diversity and vibrancy of London, with Serena's portraits being accompanied by messaging such as "from Mogadishu to Wembley" and "from Lublin to Ladgrove Brook".

Travelling to all four corners of the city, Serena said:
"So grateful to my talented team for travelling around London with me for 4 days to make this happen, from Ealing to Hackney to Peckham 😮‍💨🖤"

On top of the big light switch on, the portraits captured by Serena have been displayed across Transport for London tubes and stations and London’s streets, as well as sports clubs such as Crystal Palace and Harlequins.

With such an important message, it's no surprise that Serena's authentic, distinguishable and sensitive style of photography was chosen for this campaign.

Video right/below: Martina Carter


A post shared by serena brown (@_serenabrown)

So excited to finally share this special project celebrating the beautiful immigrants that make London so amazing. Community is everything.

This project marks the end of a fantastic year for Serena, having won the 2023 Taylor Wessing Photo Portrait Prize Commission and having her work exhibited in the National Portrait Gallery. There's still a chance to visit this exhibition, until the 25 February 2024.

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