the hobbyists
digital & print campaign
A $500K campaign for Merck & Co. exploring the quiet toll of sleep deprivation through the lens of passion and persistence.
Featuring real hobbyists immersed in their craft, the series—shot by legendary photographer Jason Madara on location in New York City—captures the tension between exhaustion and a life still fully lived.
PHOTOGRAPHER
Jason Madara
SENIOR PRODUCER
Dre Libreros
CLIENT
Merck
agency
The Bloc