Photographs that Save Lives: SPOT STROKE Awareness Campaign
The Stroke Services Improvement (SSI) under the Ministry of Health campaign, briefed Ward6 to create a stroke awareness campaign that educates, raises awareness and influences the public to take steps to act fast when a stroke occurs.
Using both ATL and BTL channels (press, broadcast, radio, outdoor advertising, and PR) we created an integrated campaign that conveyed the importance of identifying stroke signs prompting Singapore to call 995 FAST!
Lee was awarded the job after meeting John Scott (Creative Director @ Ward6) during the Creative Asia+ an event that was held in Singapore earlier this year. (Creative Asia Plus (CA+) is a portfolio review and networking program for professional and emerging photographers wanting to break into the lucrative Asian market.).
This shoot totally appealed to my lighting/portraiture skill base but on top of that, there was a huge technical aspect which I also loved. I ended up using a panoramic rig and shooting the images in a portrait orientation on my Sony a7riii. This enabled me to supply very high res final images that could be cropped to suit any output.
I thoroughly tested my approach prior to the actual shoot day as I only had one day to shoot all three key visuals and couldn't afford to have technical issues. The lighting was kept similar for each side of the image except for adding extra negative fill (blacks) to add more contrast and shape to the stroke side of the images.
CREDITS
Photographer: Lee Howell
Client: Ministry of health - Singapore
Agency: Ward6
CD: John Scott
Art Director: Jasmin Lim
Assistants: Jonathan Lew & Justin
Retouching: Cheng (iimaging LLP)
Production : Abundant
Represented by Proof Agency
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About Lee Howell:
I capture what you need to communicate.That split second of time that others don’t see.Growing up in the U.K., I first embarked on a career in automotive engineering that took me to Formula One as a race team mechanic. After being inspired by my brother’s travel images, I bought my first SLR camera in 2002 and began teaching myself to shoot.
After moving to New Zealand in 2006 I put down the spanners in favour of a fulltime career behind the camera. Since then I’ve developed a reputation for producing high quality, professional images for corporate, editorial and advertising clients alike.
Let's Get Connected: www.leehowell.com
Text, image and video via Lee Howell
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