First thing would be to ensure that he doesn't use the drive for anything.
If he wants to try to recover himself, then he needs to remove the drive from the laptop and plug it in as a secondary drive in another machine (that is running the same OS, so that it doesn't do any further damage by initialising the disk in any way) and choose a photo recovery application.
A quick google shows this review page
http://photo-recovery-software-review.t ... views.com/Which is US based, but I assume the software is available for download. I've used EaseUS in the past, but this was a long time ago, so no idea what is deemed a good bit of recovery software these days.
One extra step I recommend doing is before he runs anything against the disk, he takes a cloned image of it, and runs against that instead. Keeps the original disk in its current state so that is none of the software works for him, he still has the option of sending it off to an expert without any further damage to the data.
If the cost is an issue and he isn't confident in doing all this himself, then I have a Windows 7 machine and a disk caddy and can give it a go for him if he likes. I think I still have EaseUS installed somewhere and everything is basically just a click and wait operation. The prices the commercial guys charge are ludicrous in my opinion