Craig looking as sporty as ever in this shoot for Men's Health!

Anyone who has experience in pulling off engaging and fun consumer events will probably tell you the same thing. No matter how great a plan looks on paper, on the day, it’s the human touch that often dictates whether it sinks or swims.

We were lucky enough to have Lester Jones, a very talented director/photographer and creative director at I Dig Your Sole Man, chat with us about his awesome career.