Asthma + Lung UK is the leading charity working to create a world where everyone can breathe freely. With over a third of funding from gifts in wills, it was vital to convey trust, legacy, and impact. I art directed the photoshoot, overseeing concept, narrative, casting, location, and photography ensuring each image reflected the brand and my creative vision. The resulting visuals conveyed empathy and authenticity, turning the campaign into a compelling story that resonates with supporters and reinforces the charity’s identity.