This photoshoot carries a large amount of symbolism much drawn by religion but also a very important sense of reality. A great example is the addition of blue hands. This was inspired by Jason Denham's own words explaining that the thing he enjoyed the most was coming home with blue hands after a day of washing/dying jeans. References like kissing the cross translated into kissing the scissor brings a religious and in a way divine feeling to the final images.

Knowing these things makes it interesting to talk about the conceptual side of this campaign. Next to these details there's a clear narrative from photo to photo as a series to build up to the final iconic image of Rapture.

See the making of video here: