As part of their mission to drive awareness around cancer & produce helpful resources for a range of audiences the Cancer Institute of NSW selected The Creative Foundry to create an image library that reflected both the ethnic and cultural diversity & reality of people and scenarios impacted by cancer. One of the key challenges of the brief was the image library needed to be authentic and not look like typical stock imagery.
In order to create natural-looking and authentic images, we applied a documentary style to shooting. This style removed the ‘stock photo’ look and feel to the images, giving the Institute higher quality images to use throughout their ongoing digital, print and social campaigns.
Produced entirely in-house, the project was shot in over 15 locations throughout NSW across 6 days. We captured the breadth and diversity of people and communities impacted by cancer, by casting 96 different talent, many of which we found via street casing to ensure the images looked authentic and relatable.
Thanks to the style we used, and the care we took, the series of images we produced felt real, depicting the reality – good and bad – for those living with cancer and their loved ones.
The Cancer Institute of NSW now has access to an authentically Australian library of over 2500 raw images, 400 edited images to boost their ongoing digital, social and print campaigns. We also produced 15 social Videos and 10 x Social GIF’s for use across the Institute’s social channels.
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The Creative Foundry is situated on the land of the Wangal and Gadigal peoples of the Eora nation. We acknowledge their connections to land, water and community. We pay our respects to their Elders past, present and emerging. Sovereignty has never been ceded. This always was, always will be, Aboriginal land.
At The Creative Foundry we are committed to providing a safe, inclusive, and culturally sensitive environment for all, no matter the ethnicity, faith, sexuality, disability or gender identity.