Client: Blood Cancer UK
Agency: McCann Birmingham
Year: 2025
Role: Designer

Working closely with art directors and copywriters, this campaign sought to authentically capture the resilience and emotional strength required throughout the journey of battling blood cancer. The art direction takes a cinematic and deeply human approach, using intimate portraiture, low-key lighting, and shallow depth of field to convey vulnerability, isolation, and perseverance.

The typographic treatment operates as a dual-layered storytelling device, where the bolded words collectively form the concise headline “It takes XXX,” while the surrounding lighter-weight copy expands into a more personal and relatable narrative of diagnosis, uncertainty, and recovery. This balance between bold messaging and human storytelling creates an emotionally engaging and impactful campaign.

To ensure consistency across the campaign ecosystem, I developed a flexible visual guideline system built around a 12×12 grid structure. The framework enabled harmonious composition, responsive scaling, and adaptable content placement across a wide range of deliverables, ensuring the visual language remained cohesive and impactful across print, digital, social, and OOH formats.