The Creatives Room

The pandemic that kills 8 million every year

Brand: Cancer Society of Finland · Agency: TBWAHelsinki · Year: 2021 · Category: Print / OOH · Medium: image

Photographer Tuukka Koski’s series of close-up portraits capture subjects smoking cigarettes through holes burned in their surgical masks. The direct-to-camera framing and shallow depth of field create a confrontational feel. The lighting is grim and directional, creating a desaturated and serious mood against neutral, out-of-focus backdrops. Post-production by FLC Helsinki adds a gritty, textured finish to the images.

Part of The Creatives Room - a curated archive of advertising reference, searchable by brief.