Our print campaign features portraits of MS patients and Merck employees; each shot through a layer of clouded glass, creating a sense of distance between the viewer and the subject. Through the glass, the hero would be indistinguishable, removed and unrelatable, but the headline is cut from the glass to create a clear window in. ‘MS INSIDE OUT’ cuts through the uncertainty and allows us to see the hero in clear focus. The subject’s gaze meets the viewer’s creating a sense of intimacy, as they share this exclusive connection.
It’s shot with and without the frosted glass to get the realistic look-and-feel.
Photographer: Andy Lo Pò