In Non-Small Cell Lung Cancer, many patients are missing out on timely treatment because they don’t fit the stereotypical white, male, smoker patient profile.



Bring the bias to life in a campaign aimed at healthcare professionals, reminding doctors to see past this sterotype when consulting patients who present symptoms of Non-Small Cell Lung Cancer.


The casting was based upon new medical research, finding four models to represent the most underrepresented groups in lung cancer. 

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Working with the photographer and a SFX crew, we tested multiple ways of creating the perfect smoke cloud

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