Brief

We were commissioned to create a new library of imagery for Alzheimer’s Society. The photography needed to capture people with dementia, alongside carers and volunteers, in a way that was respectful, dignified and positive.

Art direction & photography

We worked with photographer Richard Moran to create a range of images that are now used across the whole range of the brand’s communications. Shot in a selection of care homes across the country using only natural light, we focussed on capturing honest, optimistic moments through a combination of portraits and more candid photography.