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Canadian Blood Services

A national campaign, cut out on white

A campaign for Canadian Blood Services: every sitter photographed full length and cut out on white, so the same frame drops into any layout.

Client
Canadian Blood Services
Ran as
Annual report spreads, the donor and sustainability reports, the strategic plan, and pages of its website
Photographs
Ryan Parker

  1. 01The campaign

    Three cricket players in team blue with bats, cut out on white
    A cricket player with his bat over his shoulder and helmet in hand
    A woman standing on a running blade, hands in her pockets
    The same woman seated, the blade out in front of her
    A man in a maroon sweatshirt, hands in his pockets
    A woman in a white sweater, a hand on her hip
    A woman in a dark quarter-zip against white
    A woman in a printed tee, hands together
    A man in a red zip jacket
    A woman in a navy quarter-zip, hands at her waist
    Three people together in branded hoodies

  1. 01Where it ran

    The cover of the Canadian Blood Services Strategic Plan, 2024 onward, three donors standing together
    A Canadian Blood Services annual report spread, “Match products and services to patient and health system needs,” beside a portrait of a donor
    An annual report spread on diversity and inclusion, with a portrait of a donor in a white cardigan
    An annual report spread, “Exploring artificial intelligence,” with the cut-out of a sledge hockey player
    A 2025 annual report spread on the donor base, with a portrait of a donor
    A Canadian Blood Services sustainability report spread with three donors standing together
    A Canadian Blood Services donor report page, “Ways to customize your giving,” with a donor’s portrait
    The Canadian Blood Services eligibility page, led by a portrait of a donor
    The Canadian Blood Services sustainability page, three donors in branded hoodies beside the text

How it got made

The brief, the room, the frame.

Canadian Blood Services wanted portraits of its partners for a recruitment library that could serve a lot of campaigns. The brief said it plainly: they’re not models, and they need to be treated with care and appreciation. That’s how I like to work anyway.

We set up in the lobby of the donor centre near the university, with hair and makeup in the kitchen, and shot partners in twos and threes alongside a video crew. I pushed for two makeup artists, Calvin Alexander and Emily Phung, because when the three of us work together the energy is electric, and Cayley Thomas kept the day moving and the room up. The proofs went out the next morning, and the team told me they were some of the best they’d ever received.

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