BBC One came to us to get suggestions for a photographer to create a series of portraits to reflect modern Britain in terms of groups of people with common interests. We pitched Martin Parr and got him on board to create the new idents seen by millions every day. Off the back of the project Martin and I mentored up-and-coming photographers who came on each set to shoot behind-the-scenes. A hugely rewarding project from start to finish, and arguably one of the the most viewed art projects in existence today.