The brief for the Seeing MS campaign was developed by Laura Petrucelli and fellow creative Rohan Cooke, from Grey Melbourne, with the ultimate aim of highlighting nine of the invisible symptoms associated with MS. Petrucelli and Cooke deliberately involved nine different photographers. “We wanted to pair them up with a subject that best suited their current body of work. For example, Matt Hoyle generally does comedic portraitures, so we thought he would be a good fit for Tim Ferguson, who is a comedian with MS.”
Matt Hoyle photographed comedian Tim Ferguson in his home, creating a makeshift studio out of the living room. His goal was to not only portray spasticity, the inability to control stiff muscles which results in a lack of coordination, but more importantly, Tim Ferguson’s version of it. “It makes him feel as if his legs are made out of cardboard - not being able to control them and wanting to hit them with a crowbar at times.” www.matthoyle.com
New Zealander Sara Orme photographed her subject, Jessica, in Lurline Bay in the eastern suburbs of Sydney. Her goal was to portray ‘Brain Fog’. “Through our conversations, Jessica expressed her love of the water and the feeling of freedom she feels when immersed in it. I wanted to include water, and I wanted a sense of peace despite what goes on in her head,” says Orme.
Orme says her style of photography tends to be raw, which was reflected in the final composition of the shot. “It was important for me to have a piece that felt real without too many effects,” she says. www.saraorme.com
Photographers: Toby Burrows, Matt Hoyle, Jamie MacFadyen, Garth Oriander, Sara Orme, Louis Petruccelli, Andreas Smetana, Juliet Taylor. Campaign: Seeing MSClient: MS Australia. Agency: Grey Melbourne in collaboration with Limehouse creative and Infinity Squared. Executive Creative Director: Michael Knox. Creatives: Laura Petruccelli, Rohan Cooke. Retouching: Limehouse creative.