Commissioned by Lungenliga, this campaign set out to make the invisible burden of respiratory conditions such as asthma deeply tangible. The concept was emotionally driven: what does it feel like to live each day with restricted breath? To translate this into a visual language, we created three compelling images of people performing ordinary tasks each submerged in water to symbolize the daily suffocation experienced by those with chronic lung conditions.

The production pushed creative and technical boundaries. We shot real models inside a water tank to capture authentic facial expressions and body language, managed wardrobe and props through a dedicated stylist, and integrated the scenes into carefully crafted 3D environments enhanced with meticulous retouching.

As Senior Producer, I was involved at every stage:

• Developing production budgets and timelines

• Presenting casting and styling proposals to the agency

• Coordinating all aspects of pre-production and underwater shooting logistics

• Acting as the key link between the agency and our internal team, ensuring accurate interpretation of feedback and smooth project flow through to final delivery

Highlights:

• Managed a complex, hybrid shoot combining underwater live-action, 3D environment design, and high-end post-production

• Delivered emotionally powerful imagery with strong public health messaging

• Oversaw all communication, planning, and creative execution from brief to delivery