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WATERisLIFE: The Last Family Portrait: Mursi Tribe Family


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WATERisLIFE & Deutsch New York traveled to Ethiopia to give people their first ever family portraits. Knowing it might be their last.

Every 20 seconds, a family in Sub-Saharan Africa loses a loved one to unsafe drinking water. Without anything to remember them by. That’s why WATERisLIFE, working with Deutsch New York and award-winning photographer Neil DaCosta, embarked on another emotional project that gave Ethiopian families their first ever portraits. Knowing it might be their last.

Each family posed in front of a marbled blue backdrop, like an American family would at Sears or JC Penney. Only this time, the studio wasn’t in a mall. It was in the middle of an Ethiopian desert. And although only a dozen families from the Hamar and Mursi tribes are featured in the campaign, over one hundred families had their pictures taken. All of which had never received a picture of themselves before, let alone a family portrait.
Other credits

Client: Water Is Life

President: Kristine Bender

Agency: Deutsch New York

Chief Creative Officer: Kerry Keenan

Executive Creative Director: Menno Kluin

Creative Directors: Sam Shepherd, Frank Cartagena, Julia Neumann

Art Director: Brittany Rivera

Copywriter: Kevin Meagher

Photographer: Neil DaCosta

Design Director: Juan Carlos Pagan

Designer: Brian Gartside

Retoucher: James Cullinane

Director of Integrated Media: Karen Benson

Director of Integrated Production: Joe Calabrese

Director of Digital Production: Suzanne Molinaro

Asst. Digital Producer: Libby Carespodi

Print Producer: Donald Odell

Producer: Joe Pernice

Post Producer: Francess Tom-­‐Sahr

Senior Editor: Eric Grush

Editor: Pete Slife, Marcus Land

Digital Designer: Alex Miller

Developer: Shane Akins

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