A few weeks ago, I had the pleasure of shooting our Notting Hill: Endless Summer campaign. The concept and final edit are now live — you can find it here. As with all AJOSEPO campaigns, I love to share behind-the-scenes moments, so in that spirit, here’s a look at the BTS from Notting Hill: Endless Summer.

Full disclosure: these moments were beautifully captured by two incredible collaborators — Jimena Lemck, our HMUA (who’s been a true godsend since we first worked together in Autumn 2024), and Millie Charles Davies, a creative I recently discovered and whose aesthetic I absolutely adore.

I loved working with this crew — not only for their professionalism (always paired with joy, as work should be!) but because they each went beyond their assigned roles to bring our shared vision to life. That’s something I truly value and why I choose to work with certain people again and again. For example, Millie thoughtfully brought along pieces like a stunning white blazer and slingbacks that we ended up incorporating into the shoot. And Jimena? She’s more than an HMUA—she’s a true co-creative director, always ensuring the model looks impeccable while proactively solving challenges beyond her remit.

The confidence this team radiated was remarkable. Shooting in Notting Hill—surrounded by onlookers and strangers—is no small feat, yet Millie effortlessly embodied inner strength and emotion. Watching Miro and Jimena work in harmony, checking in, and ensuring every frame met the brief was just as inspiring.

This might have been my favourite campaign to shoot — both professionally and personally — and I can’t wait for more opportunities to create with this team again. Until then, I hope you enjoy these BTS moments captured by Jimena and Millie. 

 
Love, Tofi Caroline xx