CRXSS Agency —

Behind the Scenes

A three-day shoot at Tank Factory, documenting behind-the-scenes for an Ascendis Pharma campaign led by Ogilvy and produced by CRXSS, centred on children with achondroplasia. Shifting focus away from the commercial production itself, the goal was to capture the vibrant energy and candid connections on set.

The Brief

Capture the real atmosphere on set and the candid moments. With children on set throughout, the brief called for warmth and authenticity over anything clinical.

The Approach

Staying friendly and keeping the energy positive mattered as much as the photography itself, building enough trust with each child for the shots to feel natural rather than timid. Coverage included hair and makeup prep, the photographer directing and interacting with the children, family moments between parents and kids, and candid personality shots throughout the day.