When you think of Vallentine's Day there are certain images that usualy come to mind : roses, chocolate, teddy bears, the colours red and white, and most importantly, hearts. We wanted the focus of the shoot to fall on the fashion and not the scene, location, models, etc. At the same time we wanted to grab people's attention and make them look twice. There were many ideas that flew around in the initial meetings with the creative team but in the end it was decided to use the theme of "Hearts". We thought that finding models who would be comforatable holding a real [sheep] heart could be a problem but to our supprize they were all quite happy to do so. Initial responses to the theme's concept could be described as shock, suprize and in some cases laughter [?]. The majority thought it would be terribly gross. For this reason it was crutial to keep the scenes we shot very clean. To remove the horror element from the shoot we had to ensure that there was no dripping blood and guts. Excess blood oozing from the props was constantly dabbed with tissues to keep them clean and between scenes, hearts were packed in ice to prevent them from smelling too much. We shot the entire shoot in one day which was filled with lots of fun and laughter. The custom built creative team worked out very well !