Tuber’s pitch for the Alexandra Health System’s annual report was to tell the stories of people who benefit from the system’s wide-ranging services. Central to the concept was the use of street photography to add to the sense of authenticity. Our creative team spent hours in the heartlands capturing candid, unguarded moments of residents going about their everyday life; the result was a collage of raw, unstyled images for the cover. To complement the unfiltered quality of these images, the corporate images shot within the hospital were achieved without elaborate setups. The subjects were encouraged to interact naturally while the photographer shot from afar, in an unobtrusive manner. The result is a corporate publication that tells its story without pretence.