Open to WFA

Open to

WFA

– Published September 2024

What does it feel like to work at and visit Aava Medical? Close your eyes and think about a photo about visiting the doctor. Did you see white lab coats, stock-photo smiles, shiny state-of-the art equipment? All neutral, professional - and very interchangeable. That’s why we were thrilled Aava Medical asked us to develop a visual concept for all their day-to-day photography needs, from brochures, printouts, subpages of their website, etc.

How could this hardworking imagery stand out, evoke feelings, and build upon the brand imagery - in short, feel Aava?

We took the medical equipment most of us are unfortunately familiar with, from stethoscopes to IV drips, loaded them on two boats, and steered out towards the horizon. The result? A unique visual take, at the same time playful and serene, juxtaposing the humble tools on the trade with expansive, open vistas: including a medical ball floating by a double fog bow (Yes, that’s a thing. And no, zero AI was used in the making of this project).

These images tell the story of a brand that views healthcare as more than a profession—a reflection of how we connect with each other and the world around us.

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Client: Aava Medical

Creative concept and photo production: We Are Open

Photographer: Patrick Blom

Second unit photography: We Are Open

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Temporary masterpiece

Every once in a while, film and photo productions transport you to places that feel almost otherworldly—places where nature conspires to remind you just how small you are.

It was early morning, the kind of morning when the world still feels half-asleep. Our team had arrived on a small, unassuming island, shrouded in a dense veil of mist. The air was heavy with moisture, each breath cool and rich with the scent of earth and water. The horizon was invisible; everything melted into a soft, gray blur.

As the first rays of sunlight began to creep through the mist, the island revealed its secret. At first, it was subtle—just a glimmer here, a faint thread there. But as the light strengthened, the scale of it became clear. The entire island was covered, absolutely covered, in spiderwebs.

Every bush, every blade of grass, every low-hanging branch shimmered with delicate, dew-laden silk. It wasn’t just a web here and there; it was an intricate tapestry spun by thousands, perhaps millions, of unseen weavers. The webs caught the light in impossible ways, refracting the morning sun into tiny rainbows.

It was both breathtaking and surreal. There was an eerie beauty to it—a fragile, shimmering world built overnight, silent and perfect. Walking through the island, we couldn’t help but tread carefully, as though afraid to disturb this temporary masterpiece.

It felt like the island had been gift-wrapped by nature. And yet, for all their beauty, one thought lingered in the back of our minds: where were all the spiders?

Perhaps they were hidden, quietly observing us from the shadows of their creation. Or perhaps, they were closer than we realized, perched invisibly along the threads, tiny architects surveying their sprawling domain.

That morning left us awestruck, speechless in the face of something so ephemeral yet so magnificent. It was a reminder that nature often works its magic when we’re least expecting it, crafting scenes we couldn’t dream of staging ourselves.

There might have been spiders. And just a little magic.

💎

– Magic or not, have a look at the making of & moods to see for yourself –