In late lines of therapy, many haematologists and sometimes their patients - are ready to give in to the disease. Continue The Fight represented an emotive challenge for them to look beyond the brutal reality of the disease, to their patient’s simple goals and the human desire to fight on.

These portraits are not typical Pharmaceutical or stock images. They are more than patient portraits. They are patients represented as fighters, down but certainly not out. They are arresting, intense and highly emotive reflections into the soul of a fighter. In a single gaze, we can feel how emotionally connected the patient is with the battle ahead.

There is still a lot of light and life in the eyes of the patients – a spark that won’t be extinguished until a goal is achieved. While we could not use real patients for ethical reasons, we wanted the campaign to be as authentic as possible. To that end, we shot the project at the iconic indigenous boxing gym of former world champion boxer Tony Mundine and were able to subtly capture the feeling of a real boxing experience. These elements combined to capture the honesty and stoic spirit of the patients.