The Alfred Foundation: Capturing Strength for the Critical Care Appeal
MMP Studio partnered with The Alfred Foundation to create compelling visuals for their Critical Care Appeal, aimed at raising funds to support the life-saving work of The Alfred hospital.
Empowered Healing: Karen's portrait, framed by the Centre's distinctive architecture, captures the dignity and strength of those supported by The Alfred Hospital.
We wanted to capture portraits that showcased the strength and dignity of patients while telling their stories of survival, all to inspire donations for the Critical Care Appeal.
We approached the photoshoot with a focus on empowering imagery, using creative angles and lighting to highlight the patient's resilience while maintaining their dignity.
A candid moment between Karen and her Alfred Foundation clinician, illustrating the personal connections at the heart of our fundraising efforts
During the one-hour shoot, we captured portraits of Karen, the patient, alone, with her clinicians, and with her supportive partner. We used the iconic arch in the foyer of the Paula Fox Melanoma Centre as a backdrop, recognising its potential to become a signature element in future shoots. A key aspect of our process was photographing Karen from a low angle to emphasise her power and strength.
Collaborative Care: The Alfred Foundation team engages in a lively discussion, showcasing the spirit of teamwork that drives our Critical Care Appeal.
The photo shoot yielded 150 high-quality images across three different scenes, providing The Alfred Foundation with a diverse selection for their campaign. The photos are set to be featured in a prominent campaign at Southern Cross Station, reaching a wide audience of potential donors.
Strength in Recovery: Karen's confident smile beneath the iconic arch of the Paula Fox Melanoma Centre symbolises the resilience of patients at The Alfred.
Client Testimonial:
"I trust Michelle 100% with how she runs the shoot. It was all her choice, and she delivered exactly what we needed." - Fundraising Specialist, The Alfred Foundation
Conclusion:
This project established a visual approach that respects patient dignity while conveying their stories of survival and resilience.
