The CML Response Project enlisted the help of photographer Bruce Peterson to shoot a series of cancer detection advertisements. Among the healthy produce, the Frankenfruit are easy to miss. The link here is that cancerous lumps and bumps are also easy to miss. The advertisement's tagline reads, "locate the mutation," urging people to get tested.
Peterson applied the mutations in post-production, as there was simply not enough time to find misshapen anomalies within the produce section. In fact, it was hard enough finding attractive-looking fruits and veggies for the project, as several of them were out of season during the time they were shooting.
Of the finished, polished project, Peterson explains, “I believe it takes a sophisticated approach to arrive at simplicity.”
What's Driving This Trend
- Cancer Detection Advertising
- Opportunity for disruptive innovation in using creative advertising techniques to raise awareness about cancer detection.
- Post-production Manipulation
- Opportunity for disruptive innovation in using post-production techniques to enhance visual effects and create impactful ads.
- Simplicity in Design
- Opportunity for disruptive innovation in creating simple yet sophisticated designs that effectively deliver a message.
Who This Affects Most
- Healthcare
- Opportunity for disruptive innovation in developing advanced cancer detection technologies and solutions.
- Advertising
- Opportunity for disruptive innovation in using creative and unconventional approaches in advertising campaigns.
- Graphic Design
- Opportunity for disruptive innovation in graphic design field by creating visually impactful and simple designs for advertisements.
