For National Blood Donor Week, we collaborated with DEPT® and Australian Red Cross Lifeblood on A Moment for the Middle Child, a campaign that reclaims the overlooked “middle sibling” narrative by celebrating the act of donating blood. Shot with a calm, natural style using simple backdrops and a mix of still and moving imagery, the project placed the spotlight on authentic voices and expressions, creating dynamic yet honest portraits that capture both the humour and heart of stepping up to save lives.