“Da Royalty”
SOCIAL IMPACT · 2009
S.C.A.D
Soi Cats and Dogs — Bangkok, 2009
Ogilvy Action Bangkok calls. Nestlé Purina sponsors. The brief: create a charity calendar to save Bangkok's stray animals. The expectation: cute pets, smiling faces, standard charity stuff.
I did the opposite.
THE CONCEPT
Fashion Meets the Cause
Charity calendars are forgettable. Cute animals, generic poses, polite smiles. They raise small money from guilt. I wanted to raise serious money from desire.
So I turned a charity shoot into a high-fashion editorial. Bohemian. Artistic. Chic. The kind of imagery you'd see in Harper's Bazaar — except every model was posing with a rescue animal available for adoption. The aesthetic attracted a premium audience willing to pay premium prices. For the cause.
The art world photographs poverty to make you feel guilty. I photograph beauty to make you open your wallet.
Same cause. Better architecture.
“The Duchess” Pattriya Na Nakorn
“The Déchue Impératrice”
THE PRODUCTION
13 Original Artworks
I handled the entire production over several days in Bangkok. Creative direction, visual concept, styling, set design. I sourced Thai designers for the wardrobe, assembled hair and makeup teams through my Bangkok network, scouted and negotiated shooting locations, and coordinated print production with Mark Ogaslert at Bloom Pro Lab.
Five personalities gave their time to pose alongside rescue cats and dogs:
The Cast
Sikanya Saktidej Bhanubandh (actress), Sirinya "Cindy" Bishop (model), Michele Ronja Waagaard, Pattriya Na Nakorn, and Nathalie Glebova — Miss Universe 2005. Each photographed in a bohemian, artistic style that transformed traditional charity photography into gallery-worthy fine art.
Thirteen images. Each one a fashion editorial. Each one featuring an animal waiting for a home.
THE EVENT
The Exhibition
The exhibition took place at Sanya Souvanna Phouma's venue — one of Bangkok's most sought-after spaces. A connection born from my earlier solo exhibition at Bed Supperclub in 2007-2008.
The evening brought together 200 to 300 guests. TV, radio, and press covered the event. The cocktail service was handled by friends from Flow Cocktail — Dannie, Ben Sorum, Chanond. Bangkok's creative scene showed up not for charity obligation, but because the work demanded attention.
Impact
All 13 original artworks sold at auction. Several hundred calendars sold. 100% of profits donated directly to SCAD. The funds rescued and treated hundreds of stray animals, financed sterilisation campaigns, improved shelter infrastructure, and raised public awareness of responsible adoption in Bangkok.
100% of profits to SCAD. Every print sold. Every animal counted.
THE PATTERN
Third Year. Third Cause. Same Principle.
HOPE Cambodia (2007): children's education and welfare. Photo Art Asia (2008): HIV-positive orphans in Thailand. S.C.A.D (2009): animal rescue in Bangkok.
Three projects in three years. Three different causes. One architecture: high-quality art attracts premium buyers who fund social impact directly. No grants. No waiting. No compromise on aesthetics.
Conventional charity photography begs for sympathy. I created desire. The money followed.
That's not a technique. That's a conviction.
THE TEAM
Partnerships
Ogilvy Action Bangkok (Mitch Webber) — commission, operational oversight, and final funding. Nestlé Purina — production costs and calendar printing. Bloom Pro Lab (Mark Ogaslert) — original print production. Thai designers — wardrobe styling and collaboration. Flow Cocktail (Dannie, Ben Sorum, Chanond) — event service.
Informations
Year: 2009 Venue: Long Table by Sanya Souvanna Phouma's venue, Bangkok Format: 13 original artworks + charity calendar Art Direction: Ludovic Cazeba (creative direction, production, concept) Commissioned by: Ogilvy Action Bangkok (Mitch Webber) + Nestlé Purina Beneficiary: S.C.A.D (Soi Cats and Dogs) — 100% of profits donated Print Production: Bloom Pro Lab Bangkok (Mark Ogaslert)
“Lagerfeld’s Secret Son” Dannie Sorum
“The Phone Addict” Michelle Waagard
S.C.A.D was the third proof in three years that art finances action — directly, sustainably, without compromise.
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