PATIENT FOCUS

TitlePATIENT FOCUS
BrandMERCK
Product/ServiceMERCK IN MS
Category C01. Corporate Image & Communication
Entrant McCANN HEALTH London, UNITED KINGDOM
Idea Creation McCANN HEALTH London, UNITED KINGDOM
Production WYATT CLARKE & JONES London, UNITED KINGDOM
Credits
Name Company Position
Adrian Parr McCann Health London Executive Creative Director
Gianpaolo Palombella McCann Health London Creative Director
Libby Middlehurst McCann Health London Associate Creative Director
Cem Hasimi McCann Health Senior Art Director
Yi Du McCann Health Junior Designer
Rupert Doggett McCann Health Business Director
Gabi Cutayar McCann Health Business Director
Tracey Evans McCann Health Agency Producer
Andy Lo Po Wyatt Clarke and Jones Photographer

Tell the jury about the photography. Do not name the photographer.

Multiple Sclerosis (MS) is a lifelong, neurological condition, for which there is no cure, yet there is still a lot of uncertainty around the condition. Merck is committed to helping patients, by working hard to understand MS from the inside out. Our print campaign uses the headline to cut through the uncertainty (represented by the frosted glass), allowing us to see the patient in sharp focus. To achieve this effect, the photographer shot each portrait twice, both with and without the frosted glass. Once the images were layered, the headline was cut out digitally. This unusual technique required the positioning and lighting to be perfectly matched and aligned to the typography. To create vivid and visually-arresting portraits, the subject was dramatically lit and shot against a contrasting backdrop, using bold colours from the Merck palette. The spotlights had to be carefully considered and arranged, to ensure legibility of the headline.