Lung Cancer Raises Awareness through Love

November 24th, 2009 by Thom Milkovic | Posted in Branding, Interactive, Photography |

November has been Lung Cancer Awareness month and the Lung Cancer Alliance teamed up with MarketZero to create a pretty cool marketing campaign to generate some attention.

The innovative thinkers Michael Sokol and Andrew Santamaria of Marketzero came up with a new character, Dr. Lung Love, and a clever parody that mimics Pitbull’s new music video, “Hotel Room Service”. Today, the Lung Cancer Alliance has their version called “Waitin Room Service” thanks to director/editor, Eric De Fino, of Raygun who created the music video:

Marketzero asked my team and I to help conceptualize the look for the Lung Love Website. We thought it would be great to continue the parody and reproduce the Pitbull album look. So, during the filming of the music video at St. Joseph’s Hospital in Atlanta, GA, my producer, Jamarie, along with my trusted photo tech guru, Trent Chau, set up a mobile environment to get the shots we needed in between takes.

Photo by Trent Chau

Given the type of shot we wanted the only place we could use was the hallway. We couldn’t keep our setup there for long since foot traffic was an issue.

Ultimately we got what we needed to create the composite for the Lung Love site. Of course, the nurse wasn’t wearing a camo set of scrubs so I had to add that pattern in post. Everything turned out perfect at the end.

Many thanks to the whole team!

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Tags: lung cancer, lung love, music video, Photography, pitbull, Thom Milkovic