Photography Commercial Campaign

Click on image to see all

Real men know that women are not punching bags-but to get the point across further, Michael Indresano Photography created a memorable campaign for the Rhode Island Coalition Against Domestic Violence using familiar images from the gym and even "Rocky." "Most domestic violence messages speak directly to women," says Boston-based Indressano, but his creative director Tim Needham and copywriter Kevin Acciaioli took a different approach, aiming to speak to a male audience and tell them that they too could have a positive influence on the issue. The resulting campaign depicts a punching bag and a slab of meat (contributed by a local butcher for the cause) wearing women's attire and the caption, "It is not acceptable to treat a woman like one"-"one" being the underlying object of aggression. A female colleague modeled the dress for photographs, which were then retouched for the final images. "There were some challenges trying to make the clothing fit the meat and punching bag, but [retoucher] Chris Donovan really took the time to make it look as realistic as possible, as the concept could've fallen flat if it weren't well executed," says Indressano. "In the end, the team had a finished product that could motivate men to take a stand against domestic abuse."