NAVIGATING OBSTACLES
– A Conceptual Healthcare Campaign –
For anyone in the midst of a health challenge, the road ahead can be hard to predict. This summer, we shot a campaign for a drug therapy that helps patients along a particularly difficult medical journey. We created environments that led our subjects from light to darkness, with limits and threats along the way—but depicted them navigating those obstacles with confidence, knowing that they had what they needed to make it to the other side.
This project incorporated several technical elements that complemented the physical shoot. First, we planned out what our final images would include, in terms of light and color, and captured extra shots that would support our digital editing processes. We worked with a CGI artist to create the bear traps for each shot, considering different angles and lighting. Finally, we leaned on the Cowboy Collective team’s retouching expertise for extensive post-production work on the trap placement, buildings, and sky.
Working on set during a pandemic demands a high level of preparation. After carefully laying out our protocols earlier this year, we’re thrilled that we’ve been able to work in harmony with a full range of partners, including a professional styling team, who follow the same guidelines. For this project in particular, we considered COVID-19 precautions as we scouted locations; we worked outside, socially distanced, with an entirely masked crew (and masked subjects, when we weren’t actively shooting photos). Running a large production within all of the necessary safety constraints is definitely challenging, but it’s incredibly satisfying to make it happen.
