The People Agency campaign 2026 “People Doing Things” reimagines iconic celebrity paparazzi photographs through the People lens, transforming these static cultural moments into few-second videos shot by Videographer Gabe Hanvey.

From pregnant Rihanna slicing mango at the beach, to Rick Owens and Michèle Lamy leaving a grocery store in the Nevada desert, each scene captures and celebrates People — iconicly — “doing things”.

People (doing things)

For the 2025 “I’m People” campaign, we set out to celebrate each model’s individuality — highlighting their distinct personalities and personal journeys.

A limited-edition run of merchandise was created and distributed to our models across Australia and around the world.

We invited each of them to capture authentic selfies and short videos, offering a glimpse into their everyday lives while wearing the merch in a way that felt true to them.

These candid moments were brought together in a special People Agency newspaper, accompanied by a centre-fold feature of Samuel, photographed by Byron Spencer.

I’m People

Launched in January 2024, the People Poster Project marked People Agency’s first official campaign.

The project was created to highlight the agency’s models and identity through a striking series of outdoor street posters and billboards displayed across Melbourne and Sydney.

To complement the campaign, a limited-edition newspaper featuring all 12 poster designs—created by Melbourne’s Testen Studio—was also produced.

People (doing things) (2026)

I’m People (2025)

Poster campaign (2024)