180 Amsterdam, Gesundheit campaign

In 2010 I was asked to shoot some campaign imagery around the subject of sneezing & the spread of germs for the Dutch creative agency
180 Amsterdam. The project was for the Dutch health service & was an open brief!

The art direction came about one day during a meeting around a big corporate table, I was reaching forwards to grab my cup of coffee
when the feeling of a sneeze came on. I put the cup back down to put my hand up to catch the outburst when the thought came to me;
what would happen if I had continued bringing the cup to my mouth? These images were the result…

Particularly apt in due light of what has been going on since 2020.