Public Health Wales
About the project
Date:
Sep 1, 2023
Client:
Public Health Wales
Services:
Lifestyle Photography
Project Details
Public Health Wales is an NHS Trust dedicated to improving health and wellbeing. To support their new weight management tool, they needed promotional visuals that avoided the glossy, unrealistic tropes often seen in health campaigns. The challenge was to create a set of images that not only looked professional but also resonated with everyday people by showcasing attainable habits and lifestyles.
The Outcome
We organised shoots with a mix of real community fitness groups and talent sourced through casting agencies, ensuring diversity and relatability in every scenario. The imagery captured activities such as grocery shopping, cooking healthy meals, and light exercise classes - everyday moments that reinforced the idea that healthy living is achievable for anyone.
As Creative Designer, I led on the art direction and visual strategy, working closely with the client to align the imagery with campaign goals. On set, I directed participants to create natural, unforced moments and captured a selection of the photography myself using a Sony a7IV with a Sigma 70–200mm lens. I then edited and curated the final library in Adobe Lightroom, balancing professionalism with authenticity. The result was a collection of 100 versatile, high-quality images that Public Health Wales could roll out across digital, social, and print materials to promote Healthy Weight Healthy You.
