T opman - the men's fashion retailer wanted to find out what made a large portion of their customer base tick.

They commissioned a piece of research which came to be known as the 'Leading Lads' Research.

Our job was to bring this dry information to life.

Our idea was a magazine format that included a 'centre-fold' and our task them was to find the kind of 'Lads' that the reseach identified to use as models.

A trip to a tough school in Milton Keynes followed where we photographed a series of students for what became an influential research document.