Lambertus Junge Pflege: Campaign Photography in Hückelhoven
Living life to the full. With support where it's needed.
At a glance
For Lambertus Junge Pflege, I worked with models to create campaign imagery expressing warmth, enjoyment of life and independence. The wheelchair is a natural part of the situation, without becoming its main subject.
- Client
- Lambertus gGmbH
- Project
- Junge Pflege
- Category
- Advertising Photography / Campaign Photography
- Location
- Hückelhoven
- Use
- Website, advertising, corporate communications
The brief
Lambertus's “Junge Pflege” service is for younger people who need care, with an approach centred on independence, individual freedom and living as autonomously as possible. The service is deliberately tailored to younger people's needs.
New advertising photographs were needed to communicate the service. The challenge was to make care needs visible without allowing limitations to define the images.
Working with models, we aimed to create situations conveying warmth, enjoyment of life and independence while including the wheelchair naturally in the imagery.
My approach
We deliberately built a youthful, positive collection rooted in everyday life. The wheelchair would be neither hidden nor made the main subject; it would simply be part of the life being portrayed.
I focused on believable encounters, movement and natural moments between the models. Different situations and perspectives created a versatile series Lambertus can use to promote Junge Pflege.
The photographs tell a story about people, community and a life where support is part of the picture without defining everything.
