Cancer does not ask about age, previous occupation, finances or connections – it can be random what people get diagnosed, kind of like being tagged in the schoolyard.

The project that awaited us was to remind people of the importance of Ljósið Cancer Rehabilitation Center and raise funds from all corners of society. Every month about 600 people make use of their services, but in the year 2022 there were about 30,000 arrivals for rehabilitation and the center simply couldn't sustain itself. It was necessary to raise funds to expand their facilities.

The campaign had many layers that emphasized the striking statistics behind cancer. With the help of the simple game of tag, allowing donators to "tag" others to encourage them to donate and keep the chain of fundraising going. The entire nation came together to raise funds for a new facility for the incredibly important cancer rehabilitation center.

The centerpiece of the campaign across all media was a simple sentence – Tag, you're it. Our role was to display the sentence with clear visuals and red pen marks were used to point out the striking amount of people of all ages that will be diagnosed with cancer at some point in their life.

The conclusion was an effective, yet beautiful campaign that displays the tough realities of cancer in context. We managed to get companies, individuals and organizations all over the country to help out, raise funds and shine a light on the important work at Ljósið Cancer Rehabilitation Center.

I led the ideation process in close collaboration with the Creative Director, shaping the overall concept and visual direction of the project. On set, I was responsible for art direction across all visual elements, including cinematography, direction, styling, and overall image composition, ensuring a cohesive and compelling final result.