Gallery of Hope: Breast Cancer Now campaign combines AI and photography

Breast-Cancer-Now-Gallery-of-Hope-Portraits

Breast Cancer Now, the UK breast cancer research and support charity, has launched Gallery of Hope, a new campaign that highlights the true value of time for people living with incurable secondary breast cancer.

Gallery of Hope

Created by BMB for Breast Cancer Now, Gallery of Hope was made in collaboration with people living with secondary breast cancer.

The campaign aims to shine a light on the importance of continuing research, the one thing that can help those living with the disease reach the future moments they so want to see.

As part of the campaign, Breast Cancer Now is hosting an exhibition of memories yet to be made at the Saatchi Gallery, London on Wednesday 13 and Thursday 14 March.

The moving exhibition shares snapshots of future moments that participants in the campaign described as those which they most hoped to see.

The event will be supported by an online gallery and social media activity until the end of March.

A documentary film will be released following the exhibition, as well as short films for each person featured in the gallery. The films were directed by documentary film maker Jess Ayles.

The exhibition features individual portraits shot by renowned photographer Jillian Edelstein, sitting alongside AI-generated images depicting future scenarios.

For example, Louise Hudson, an accomplished dancer and stage performer, is pictured performing a solo rendition of a dance from The Nutcracker at the annual Chelsea Ballet School performance, watched by her husband.

While Mel Khaled is seen standing in front of a beautiful olive tree adorned with fairy lights as she hosts an opening party with her husband for a wellness retreat the pair are planning to build in Cyprus. And Nina Lopes is walking with her teenage daughter in Japan, dressed in traditional outfits, surrounded by cherry blossom trees.

These were created using a combination of AI and photography and are a powerful reminder of the importance of Breast Cancer Now’s research into secondary breast cancer.

There are approximately 61,000 people living with the disease in the UK. More research can lead to more treatment options, which in turn can give those living with secondary breast cancer more time.

Jillian Edelstein has over 100 works in the National Portrait Gallery’s collection and some of her most acclaimed photographs include portraits of Nelson Mandela, Catherine, Princess of Wales, and Kate Moss.

To create the photos of the future, AI models were trained on photographs shot by Jillian Edelstein to generate unique images that retain the photographer’s style, as well as poses, facial expressions and likeness in images showing future scenarios.

For example, Louise Hudson, an accomplished dancer and stage performer, is pictured performing a solo rendition of a dance from The Nutcracker at the annual Chelsea Ballet School performance, watched by her husband.

While Mel Khaled is seen standing in front of a beautiful olive tree adorned with fairy lights as she hosts an opening party with her husband for a wellness retreat the pair are planning to build in Cyprus.

And Nina Lopes is walking with her teenage daughter in Japan, dressed in traditional outfits, surrounded by cherry blossom trees.

BMB partnered with Untold Studios for the AI portion of the campaign.

The Gallery of Hope will be open to the public at the Saatchi Gallery on Wednesday 13 and Thursday 14 March.

It is being promoted through PR, with strategy and amplification led by W Communications, and organic social activity including a hero trailer that will appear on Breast Cancer Now’s social channels.

Simon Vincent, Director of Research, Support and Influencing at Breast Cancer Now, said: “‘Gallery of Hope’ shines a much-needed spotlight on the realities of living with secondary breast cancer, through people sharing their own experiences and future moments they hope to see.

“This exhibition hits home just how much more needs to be done for the estimated 61,000 people living with secondary breast cancer in the UK, and the vital role of research in bringing hope – and indeed time – so that people with the disease live to see the future moments that matter so much to them.”

Bianca Eglinton, Creative Director, BMB, said: “We’re so proud to be continuing our work with Breast Cancer Now in a new campaign that gives people living with secondary breast cancer a unique platform through which to share their hopes for the future.

“We hope that the campaign will help underline the importance of research and contribute to our ongoing mission to get people talking more openly about breast cancer.”

Jillian Edelstein, photographer, said: “I’m so happy to be able to take part in the Gallery of Hope, to help those with secondary breast cancer visualise the future moments they hope to see, thanks to the incredible research Breast Cancer Now helps to fund.”

Simon Legrand, real-time supervisor at Untold Studios, said: “It’s so important that we use AI for good, in this case to raise awareness of Breast Cancer Now’s incredible work.

“The aim of this project is to provide a sense of hope for people experiencing or affected by breast cancer and we’re proud to have played a role in bringing it to life.”