An Equine PR Case Study

THE CLIENT: Matthew Seed – The Horse Photographer

Being repeatedly dubbed the ‘the world’s best horse photographer’ by media is a mark of how far Matthew’s talents have progressed and how widely his artistry is now recognised.

Matthew Seed, has over 25 years’ experience in fashion and fine art photography shooting for brands such as Gieves & Hawkes, Lacoste, Nike, Silver Cross and Selfridges.

Described as the modern day George Stubbs his fine art equestrian commissions include: Carl Hester’s London 2012 Team Gold Medalist Uthopia, The National Stud, Zara Phillips, Sam Twiston-Davies, Trevor Breen and Laura Collett as well as sports personality and race yard owner, Michael Owen.

Even before Matthew had taken his first photograph, he had fallen under the spell of horses living near his childhood home in Lancashire. As his career in fashion took off, he endeavoured to refine the various skills needed to portray the power and poise of his favourite animal.

Matthew has established the technical proficiency by which he overcomes the elements and impose a measure of the lighting control familiar to his studio.


I have worked with Matthew Seed over a period of 18 months to develop his marketing plan and PR strategy.

Partnering with premium equine events across the globe was a key element to showcase his work to a unique audience of affluent equestrians and high net worth art collectors.

Olympia was identified as one of the most prestigious options in the UK event calendar.

I approached HPower, organisers of Olympia, to investigate avenues and opportunities that would fit well with both The Horse Photographer and Olympia Horse Show, and from that point brokered the deal.



To work with HPowers creative marketing agency – Red Giant Project’s Creative Director, Martin Sharrocks, to produce the advertising campaign for this year’s show.

The Olympia photo shoot took place over two days during April with the help of two of Britain’s top international competitors; leading lady show jumper Laura Renwick and her dynamic Bingtang II, along with international dressage rider Spencer Wilton and his Olympic and European ride Super Nova II.



Full creative produced and incorporated into full show promotion;

  • Adverts, video (click here), banners, flyers
  • Programme ‘front cover’ and full page feature
  • The Horse Photographer – to exhibit 22 pieces of fine art in prime location throughout the show
  • Trade stand in prime location
  • VIP Hospitality Box
  • Joint social media promotion across all platforms