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
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
B2B, BRAND EXPERIENCES, DIGITAL PRODUCTS, LIVE EXPERIENCES, WEBSITES
'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.