Fringe 2010 was all about community. Our brief was to develop a campaign that reflected this and make some of the community part of the project. We spent a long time developing ideas around images of crowds but they all seemed like they’d been done before. As always when we flipped the idea on it’s head we found the answer. What if the crowd are the image makers? We used the fringes f logo as the focal point and organised members of their community to come to the location with their cameras. Set up in a grid formation, we asked them each to focus on a different part of the scene. We then collaged the results back together. The participants were featured on the back cover of the programme.