Phenylketonuria, most known as PKU, is a rare, hereditary metabolic disease with no cure at the moment. Any protein food, such as meat, fish, or egg, must be eaten in extremely small quantities and with great precision. A milligram up or down of food protein intake can cause irreversible brain damage, even death.

But worst of all is that currently there is no biosensor device to measure the level of protein in the blood, so the PKU Foundation sought to raise funds to finance its design, development and commercialization.

This print campaign titled "THE MOST UNFAIR DIET" strives to get donations to help the foundation fund this vital and necessary biosensor for better disease management to guarantee that PKU patients eat in a safe, non-hazardous manner.

The sobriety of the background focuses our attention on the patient itself. Its contracted posture not only evokes suffering but forms the image of a fish: a forbidden food in her diet.

Through the using of blue-ish tones we create a cold and distressing atmosphere that reinforces the patient's pain.

Another important element are textures. In this case, the woman's dress becomes the flaky skin and the gills of the fish.

The shadows projected in the background give volume to the woman-fish, featuring more realism and making it look like a real photo.

We have chosen a hand-writing typography style for the title of the campaign and formed the shape of a fish again.