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As the vaccines rolled out and the face masks dropped, the COVID-19 pandemic seemed like a distant memory, and decisions on the part of policymakers worldwide reinforced this position. America’s northern neighbors were no different, with their federal government curtailing healthcare funding as the worst of the pandemic faded from view. In the provinces, however, there was a different opinion, of a continuing strain on resources that could compel healthcare workers to consider other employment options or leave the workforce entirely. It was a scenario made even likelier by the dynamics of an aging working population.
Premiers of Canada’s 13 provinces and territories, concerned by the reduction in spending and this possible future, organized a campaign to rally the public’s support and alter the federal government’s position. With the assistance of brand studio PS&Co, they cut through with a couple of searing portraits captured by Vancouver-based Kyrani Kanavaros.
Originally, federal healthcare funding was 50%. It is now at about 22%. The Covid-19 pandemic strained the healthcare system across Canada, and they continue to feel the effects. Through the campaign, The Council of the Federation of Canada’s Premiers wanted to urge the Federal Government to step up and help provinces by increasing the funding to approximately 35%. To do so, the images needed to convey a sense of urgency and emotion, to draw viewers to care about the situation and demand action.
Kyrani’s style of portraiture was tailor-made for the assignment, relying on a sense of minimalism on frame with simple backdrops, all while engulfing the picture with an emotional response, one that strikes a dialogue between subject and viewer. She was confident in her abilities, but it would be a hectic sprint to the finish since the project timeline was a measly 10 days. However, a comprehensive creative brief provided plenty of reassurance.
It is always a relief when the client knows exactly what they want and what might be needed to execute their vision. There were no hard do’s and don’ts, but it was critical to select talent that looked old enough to be doctors or nurses and who could express themselves through the eyes.
The timeline was tight – from the initial email to providing the final assets, it was about 10 days, including the weekend. So once I knew I had the job, I spent the days leading up to the shoot on only this assignment. Along with the planning, I also tried to come up with every possible problem that could arise and have a solution ready to go, so there would be no problems during the shoot. Probably the only “challenge” was creating space in my studio for everyone to be comfortable moving around and doing their jobs, and I think we managed that as well.
The cozy setting also generated financial advantages, quite fitting for an assignment where the topic of funding occupied the core message. Creative benefits were also ripe for the picking.
I included a line item for a studio in my estimate, but I also proposed my studio space to save some money. The scenarios we were shooting would be executed well in my space. Also, my gut feeling was that a smaller space would lend itself to a greater sense of intimacy and emotion between photographer and subject, given the message the client wished to communicate.
The tight schedule aside, Kyrani’s planning made matters comfortable on set. Representatives from the agency, her assistant, hair and makeup, talent, stylist, and retoucher all squeezed into her Vancouver studio with considerable ease. It helped that she had one person she needn’t worry about on set: the producer. That role fell onto her shoulders, but she’s intent on “outsourcing” it the next time around, allowing her to focus more on the creative aspects of the photoshoot. That mode of wishful thinking also extended to her subjects, where time once again was the central constraint.
As amazing as it would have been, we did not get actual doctors or nurses. The timeline was tight, and to execute this as smoothly as possible, we hired talent who looked like they could be doctors or nurses. Most “real people” need time to warm up on set to express emotion, especially if the emotion comes from the eyes instead of the whole face.
The images were featured in all local and national newspapers across Canada, online ads, and billboards in Ottawa. Last month, the Premiers brought the Federal Government to the negotiating table, gaining C$46.2 billion ($34.64 billion) in healthcare funding over the next 10 years. It could have occurred for many reasons, and two stoic portraits of a doctor and nurse may have been one of them.
See more of Kyrani’s work on her website.
Credits
Senior Art Director: Will Jackson
Senior Copywriter: Ryan Abbott
Account Coordinator: Ira Jimenez
Creative Director: James Bateman
Account Director: Sean MacKeage
Wardrobe Stylist: Sarah Danniels
Photo Assistant: Yohan Kim
Retoucher: Steve Pinter
Hair and Makeup: Melanie Neufeld, Liz Bell Agency
Talent: Alexander Sargeant and Jordan Britten-Yung, Liz Bell Agency
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