Behind The T-Shirt
This campaign challenges traditional advertising norms by covertly enlisting a breast cancer survivor as the photographer during a shoot for the cause.
This strategic decision aimed to disrupt expectations and shed light on the often unseen perspectives within the industry. By surprising both our celebrity models and the audience with this revelation, we were able to capture a moment of genuine authenticity and empathy. This approach aimed to foster a deeper connection among all involved, offering a glimpse into the profound physical and psychological impact of the disease. Through this unique and powerful narrative, we hoped to evoke empathy and understanding, ultimately bringing us closer to the lived experiences of those affected by breast cancer.
TVC
