Treating cancer, oncologists often deal with professional loneliness, loss and grief. Pharmaceutical company MSD reignited their passion, via ‘The Art of Besting Cancer’ – the first art exhibition made of authentic clinical materials, that brings out the beauty of cancer treatment
The Art of Besting Cancer
We turned long-gone cancer cells into an innovative art exhibition
Client
Credits
Chief Creative Director: Sahar Lewenstein
Chief Art Director: Miriam Moshinsky
Project Manager: Sapir Dagan
Creative Director: Tal Manor
Art Director: Yanay Halevy
Creative Team: Lior Bergman, Ori Agmon
Design: Vova Belenkii
Production: Oproduction – Osnat Aharon, Moshe Shtivy, Shelley Katz
Director & Cinematographer: Or Kaplan
Editor & Post Production: Yam Tal
Tags
B2B, BRAND EXPERIENCES, DIGITAL PRODUCTS, LIVE EXPERIENCES, WEBSITES
In order to reignite oncologists' passion, we decided to emphasize the beauty of what they're used to seeing as gloomy.
'The Art of Besting Cancer' is a unique exhibition, created from authentic oncological materials - curated for a year, and artistically twisted into 4 exhibits that represent the journey of cancer treatment.
Exhibit 1: Diagnosis
Immunohistochemistry stained cancer cells, that after effective treatment would no longer exist - framed and presented as memorial portraits.
Exhibit 2: Imaging
Statues of two classical icons with 3D projections of lung and breast tumors, highlighting the contrast between healthy-looking bodies that hide an invisible disease.
Exhibit 3: Treatment
A cutting-edge video showing immune cells eliminating cancer cells – surrounded by historical wars. Highlighting the oncologists as war heroes.
Exhibit 4: Surgery
Specimen jars become colorful pixels, spelling HOPE. Each jar contains an artifact of a patient whose life was prolonged by surgery.
'The Art of Besting Cancer' is a unique exhibition, created from authentic oncological materials - curated for a year, and artistically twisted into 4 exhibits that represent the journey of cancer treatment.
Exhibit 1: Diagnosis
Immunohistochemistry stained cancer cells, that after effective treatment would no longer exist - framed and presented as memorial portraits.
Exhibit 2: Imaging
Statues of two classical icons with 3D projections of lung and breast tumors, highlighting the contrast between healthy-looking bodies that hide an invisible disease.
Exhibit 3: Treatment
A cutting-edge video showing immune cells eliminating cancer cells – surrounded by historical wars. Highlighting the oncologists as war heroes.
Exhibit 4: Surgery
Specimen jars become colorful pixels, spelling HOPE. Each jar contains an artifact of a patient whose life was prolonged by surgery.
