Sick Kids VS - Fund The Fight

At the risk of sounding cliche, getting to work on the Sick Kids VS campaign was actually life changing. I have to say that once I was awarded the job, I was overcome with equal parts excitement and fear. Suddenly I was extremely aware that I was going to be responsible for telling the stories of over a hundred kids who are battling for their lives at Sick Kids Hospital. I was worried that I might crumble in the face of this reality. When the shoot days came around I learned very quickly that I couldn’t have been more wrong… 

I took away so many cool facts about every person I shot aside from the health issues they face. I learned that Owen loves to skateboard, Emily is a natural actress and Tennyson loves to rock out to Queen. I never had more fearless subjects in front of my lens EVER. 

Some kids left their Summer camps to come and support the hospital that saved their lives. Some kids came downstairs in between chemo treatments. The incredible doctors that saved their lives came down to get a picture with their beloved patients. I got to shoot the surgeons posed like super heroes, which has never felt so appropriate.

Between the battle cries and tiger roars, I got to hang out with these kids and talk about what they love to do. What their favourite movies are, who their favourite musicians are. I began to realize that the VS campaign was actually closer to a documentation rather than a dramatization. The doctors and kids all fight. every day. They ARE warriors. This project put a lot into perspective for me, and for that I'm grateful. Sick is the furthest thing from weak. 

If you would like to donate & help fund the fight, or simply visit the site and read some of these kids stories, please click here http://www.sickkidsfoundation.com/

Agency:  Cossette
Creative Director/CW: Craig McIntosh
Creative Director/AD: Jaimes Zentil
Agency Producer: Aimee Churchill
Agency Producer: Dawn-Marie Mills
Retoucher: Trevor Gauthier & Nikki Ormerod


Production:  Westside Studio
Producer: Phaedra Kennedy
Photographer: Nikki Ormerod
Assistants: Christa Michelle, Bryan Ulrich, Jeff Jaimeson, Spencer Robertson
Hair/Makeup: Vanessa Jarman