This was one of my most meticulously art directed pieces of work to date. This global print campaign was designed to reposition a vaccination for premature babies and incite doctors to consider the wider implications. The virus isn't fatal so is often seen as a minor complication, but the result is a childhood with damaged lungs. This affects the child’s ability in sports and physical activities – and if their ability to play sport is destroyed, their dreams of being a sporting hero can be destroyed too.

The insight was that kids treated with the drug would have no boundaries on their imagination or ambitions – they could dream big.

This was an ambitious shoot with one of the UK's leading advertising photographers and retouchers, and huge attention to art direction details right down to bespoke costumes and detailed fictitious branding for objects like the football.

Beyond the hero images, a range of secondary shots were used for print collateral and a comprehensive brand book.