Projects/It is what it is

We had grown tired of seeing the same old crap advertising for clothing brands, where all the men have square jaw lines and the girls are airbrushed to death. It Is What It Is, is exactly that; a film/advert with real people, talking about real lives.

Cult personalities such as Alan Erasmus, Clint Boon, Justin Moorhouse (Phoenix Nights), Mike Joyce (Smiths), Matt Carroll (Central Station design) and Bruce Mitchell mixed it up with ticket touts, prostitutes, comedians, builders, doctors, solicitors, the homeless, addicts, footballers, musicians and actors.

Throughout the course of the filming we asked a wide spectrum of society a set of frank and personal questions resulting in a rollercoaster ride of hilarious and emotional responses.