Most children in care have their belongings moved in black plastic bin bags and they lose their dignity.
Most children in care have their belongings moved in black plastic bin bags or plastic shopping bags and they lose their dignity.
PHOTOGRAPHY | Christine Jennifer Photography
Having become first acquainted with Dave during Summer Madness, I got in touch about meeting up to discuss Madlug for a project I had been doing called 'A Day in the Life of...' which gave a platform to small business owners to discuss the story behind their business. During this meeting, Dave asked whether I would be up for doing some lifestyle shots of their signature carrier bag, to which I enthusiastically said yes.


I started to ponder what was meant by lifestyle and a number of images popped into my head, some of which were captured shortly afterwards and some of which are still in process. My brainstorming was focused into looking at a variety of lifestyles that would apply to many different people, and exploring the various ways we use or could use a carrier bag.

My first thought was how we could use the bag for business purposes, with an edge. As a business owner myself, I know the importance of having your laptop and other essentials to show potential clients what you do. My photo of the laptop and the cup of tea – a leisurely, mobile office – with the Madlug logo seen clearly in the screen is one of the photos I am most proud of. The subtleties of the image speak volumes. 

With most of my friends having children, I have a basic understanding of the amount of items parents need to bring when they take their children out on a trip. I wanted the bag to appeal to those mothers and fathers who need to take mountains of toys to keep their kids entertained, never mind packing for every other eventuality! A friend graciously let me into their toddler’s room to get some photos of how parents can avail of Madlug bags.


I had an absolute blast photographing this - it really got my creative juices flowing!"

Christine McIlroy, Christine Jennifer Photography 

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