A Gallery of Hope, combining AI and photography, has launched in the UK. It’s an exhibition of memories that are yet to be made. The exhibition and campaign were created by BMB for UK breast cancer research and support charity, Breast Cancer Now. They highlight the true value of time for people living with incurable secondary breast cancer.
Gallery of Hope was made in collaboration with people living with secondary breast cancer. The campaign highlights the importance of continuing research, the one thing that can help those living with the disease reach the future moments they so want to see. The exhibition of memories yet to be made is being hosted at the Saatchi Gallery, London on Wednesday 13 and Thursday 14 March and will be supported by an online gallery and social media activity until the end of March. A documentary film will be released following the exhibition, as well as short films for each person featured in the gallery. The films were directed by documentary film maker, Jess Ayles.
The exhibition features individual portraits shot by renowned photographer, Jillian Edelstein, sitting alongside AI-generated images depicting future scenarios. These were created using a combination of AI and photography and are a powerful reminder of the importance of Breast Cancer Now’s research into secondary breast cancer. There are approximately 61,000 people living with the disease in the UK. More research can lead to more treatment options, which in turn can give those living with secondary breast cancer more time.
Jillian Edelstein has over 100 works in the National Portrait Gallery’s collection and some of her most acclaimed photographs include portraits of Nelson Mandela, Catherine, Princess of Wales, and Kate Moss.
To create the photos of the future, AI models were trained on photographs shot by Jillian Edelstein to generate unique images that retain the photographer’s style, as well as poses, facial expressions and likeness in images showing future scenarios. BMB partnered with Untold Studios for the AI portion of the campaign.
The Gallery of Hope is being promoted through PR, with strategy and amplification led by W Communications, and organic social activity including a hero trailer that will appear on Breast Cancer Now’s social channels.
Simon Vincent, director of research, support and influencing at Breast Cancer Now, stated, “Gallery of Hope shines a much-needed spotlight on the realities of living with secondary breast cancer, through people sharing their own experiences and future moments they hope to see. This exhibition hits home just how much more needs to be done for the estimated 61,000 people living with secondary breast cancer in the UK, and the vital role of research in bringing hope – and indeed time – so that people with the disease live to see the future moments that matter so much to them.”
Bianca Eglinton, creative director, BMB, added, “We’re so proud to be continuing our work with Breast Cancer Now in a new campaign that gives people living with secondary breast cancer a unique platform through which to share their hopes for the future. We hope that the campaign will help underline the importance of research and contribute to our ongoing mission to get people talking more openly about breast cancer.”
BMB has created a series of successful campaigns for Breast Cancer Now, including the award winning, The Chat, the UK’s first drama series to play out in a group chat in a messaging app, and Stories of Secondary, a moving short film exploring what life is like for people living with secondary breast cancer. The agency’s first work for the charity, Real Talk, encouraged people to talk more openly about breast cancer.
Credits:
Client: Breast Cancer Now
Creative Agency: BMB
Creative Director: Bianca Eglinton
Senior Creatives: Jack Snell & Joe Lovett
Creative Directors: Will Marsden & Jordan Down
Chief Creative Officer: Matt Lever
Senior Producer (Film): Clancie Brennan
Producer (Photography): Sofi Goddard
Production Assistant: Alisha Harrison
Business Director: Matt Bonny
Senior Account Director: Rosie Morahan
Senior Strategist: Amy Bowker
Head of Design: Ted Smith
Designer: Mark Gould
PR & Media Strategy: W Communications
AI Studio: Untold Studios
Photographer: Jillian Edelstein
Documentary Director: Jess Ayles
Post-Production: CYLNDR
Editors: Jenna Bowden & Richard Smith
Audio: Daniel Eppel
Grade: Mizo Maclean
