Swiss watchmaker IWC Schaffhausen’s Laureus Foundation uses the power of sport to transform young lives in challenging environments.
Laureus commissioned me to contribute to its book, using my reportage style to highlight a visit to Hong Kong by three of the world’s most famous sports heroes. Through candid shots, I captured the athletes as they encouraged young people to use sport as to overcome challenges. I stayed in Hong Kong beyond the event to document youth issues.
As brands move from ‘having nothing to hide’ to proactively showing and proving their virtues, it becomes increasingly important to offer evidence in a captivating way. A photojournalist holds the tools to take the brief and expand on its possibilities, promising new truths.