CARE Fertility


While redeveloping CARE Fertility’s brand, we knew that original photography would be key to distinguishing the group in a market dominated by stock images.

Having already created and produced a number of emotive case studies for CARE, we knew that this family-focused, lifestyle-led approach would be perfect for the brand’s photography. So, we proposed a photoshoot featuring CARE’s key patient groups — heterosexual couples, male and female same-sex couples, and single mums — sharing emotive family moments.

We scouted for the perfect location, compiled detailed timing plans and shot lists and recruited a cast; one of the biggest things we wanted to convey in our photography was the relationship between parents and children, so we recruited as many real families as possible.

The results of the shoot speak for themselves. Radiating warmth, love, and the joy of family, they’re a far cry from the images being used by CARE’s competitors — and on the brand’s advertising, website, and event stands, are sure to make them stand out from the crowd.

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