Selfridges launched its high-low denim concept last night by filming an interactive ad campaign that involved both top models and your average Joe at a party held in the store's derelict Old Hotel site.

Photographer Tom Craig was determined that his shoot with industry faces Jourdan Dunn and Rosie Tapner would not be, as he termed it 'behind closed doors', and launched the world's first populist campaign shoot.

Attendees were encouraged to snap the models, who appeared on a stage and cove in front of a gathered crowd, where they were touched up in real time by hair and make-up artists, as well as Vogue stylist (and Craig's partner) Bay Garnett. Their camera-phone photos were then collated, and will be turned into a full campaign by Craig, revealed on Monday online and on billboards across the country.

'We'll leave it up to you,' Craig told the crowd.' We need you to be as creative as you can.'

All-American snacks and drinks certainly helped; the authentic heat may have contributed to a certain sense of urgency too.