Nowhere is the world more carefree than inside stock photographs. The sense of normalcy they communicate is so pervasive, it's become cliché. Which is why it's such a stroke of genius that Isobar Poland is developing a stock-photo bank using only models who are cancer patients or survivors.
Life for them, of course, has been anything but carefree. Thus, their involvement in the "Photos for Life" project is joyfully defiant on a few levels. It shows cancer isn't a death sentence—indeed, that patients and survivors are just as capable of the most stereotypical happiness possible. And it lifts the gloom from the disease and bathes it in ridiculously perfect lighting.
Prices start at $75 for use on the web and in magazine, or as little as $8 for personal use. All profits go to the Rak'n'Roll Win Your Life! foundation to finance therapy for cancer patients. More images below.
Agency: Isobar, Poland
Managing Creative Director: Maciej Nowicki
Senior Copywriter: Jan Cieślar
Senior Art Director: Rafał Ryś
Photographers: Paweł Fabjański, Łukasz Ziętek, Jacek Poremba, Karol Grygoruk
Production Company: ShootMe
Production Company Producer: Michał Majewski
Graphic Designers: Adam Zawiasiński, Bartłomiej Bednarski
Programmer: Piotr Budek
Account Manager: Aleksandra Matuszewska
Integrated Director: Ewa Rzewuska-Wolska