Case Study
Emily Powell: Greenhouse of Commons
- Service
- Photography
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The Project
Emily Powell: Greenhouse of Commons
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Service
Photography
The Challenge
When promoting an art exhibition, showcasing the artwork featured in the gallery is usually the obvious route. However, for Emily Powell’s latest solo exhibition at Portland Gallery, the creative brief took an unexpected turn. Rather than focusing solely on the exhibited pieces, the campaign aimed to generate buzz with a unique art stunt: creating new, politically charged artwork live at London’s Westminster.
The challenge was to raise awareness of Powell’s exhibition while also unveiling her latest body of work, "Greenhouse of Commons." This new series features vivid, floral-themed portraits of British politicians reimagined as plants. The PR strategy, led by JBPR, sought to capitalise on Powell’s vibrant style and the topicality of her subjects to maximise media interest.
EDITORIAL USE ONLY Artist Emily Powell paints outdoors in front of the Winston Churchill sculpture in Parliament Square, previewing her signature fusion of plants and politics on view at her solo show Emily Powell: Paintings on Prescription at Portland Gallery, which opens to the public on Thursday. Picture date: Wednesday February 19, 2025. The exhibition features her latest series The Greenhouse Of Commons, portraying British politicians, including Prime Minister Sir Keir Starmer, Deputy Prime Minister Angela Rayner, former prime minister Boris Johnson, and BBC presenter Laura Kuenssberg, as plants, informed by Powell’s synaesthesia that brings a vivid, sensory approach to colour.Photo: Doug Peters Media Assignments / PA19 Feb 2025
The Solution
To bring this vision to life, PA Media Assignments arranged a photo shoot with photographer Doug Peters. The shoot was staged in Westminster, where Powell, a Devon-based artist with synaesthesia, set up an easel near the iconic Winston Churchill statue. With Big Ben in the background, Powell began painting an artwork that would become the cover of her "Greenhouse of Commons" series. The grey London day only served to amplify the bright colours of her artwork, creating a striking contrast that played perfectly into the visual storytelling.
The stunt was a refreshing departure from standard exhibition promotion. Instead of photographing the artist in the gallery or with completed pieces, the shoot captured her in the act of creation, blending traditional ‘en plein air’ techniques with contemporary political satire. The campaign also included exclusive images of Powell’s new paintings, offering the media first access to visuals of her work, which were not yet on public display.
EDITORIAL USE ONLY Emily Powell at the preview for her solo exhibition, Emily Powell: Paintings on Prescription, at London’s Portland Gallery, which opens to the public on Thursday. Picture date: Wednesday February 19, 2025. The exhibition features her latest series The Greenhouse Of Commons, portraying British politicians, including Prime Minister Sir Keir Starmer, Deputy Prime Minister Angela Rayner, former prime minister Boris Johnson, and BBC presenter Laura Kuenssberg, as plants, informed by Powell’s synaesthesia that brings a vivid, sensory approach to colour.Photo: Doug Peters Media Assignments / PA19 Feb 2025
The Results
The innovative approach of the shoot paid off. The story, led by PA journalist Danielle Desouza, was picked up by major outlets including The Independent, Yahoo, Evening Standard, and ITV. The vibrant visuals and Powell’s unique approach to political portraiture resonated with audiences, resulting in widespread online coverage.
This case study highlights how combining bold visuals with a fresh creative concept can elevate a standard exhibition promotion into a captivating narrative that engages the media and the public alike. The shoot not only showcased Powell’s work but also reinforced her reputation as an artist who blends vivid imagery with sharp cultural commentary.
EDITORIAL USE ONLY Emily Powell at the preview for her solo exhibition, Emily Powell: Paintings on Prescription, at London’s Portland Gallery, which opens to the public on Thursday. Picture date: Wednesday February 19, 2025. The exhibition features her latest series The Greenhouse Of Commons, portraying British politicians, including Prime Minister Sir Keir Starmer, Deputy Prime Minister Angela Rayner, former prime minister Boris Johnson, and BBC presenter Laura Kuenssberg, as plants, informed by Powell’s synaesthesia that brings a vivid, sensory approach to colour.Photo: Doug Peters Media Assignments / PA19 Feb 2025
