CONE HEALTH // Women's & Children’s Center
– Expecting Excellence –
Pregnancy and birth are experiences that feel both shared and completely unique for every expecting family. Where a baby is born—and who brings them into the world—can make a huge difference. In our work for Cone Health Women’s & Children’s Center in Greensboro, our goal was to create an emotional connection between growing families and the brand-new medical center, making patients feel seen and welcomed as they are.
To bring about that connection, we brought two stories to life: one couple expecting their first child, and another bringing a new baby home to their excited siblings. With our partners, Mythic and Joyride Productions, we captured the intimate moments that mark the time leading up to a birth—always highlighting the love and anticipation that our subjects have in common, even though their growing families are at different stages. We followed the families from their preparation to the birth to their return home, illustrating the emotional arc of their experiences.
Over three days, we shot in three Greensboro locations: two houses, plus the gleaming new Cone Health Women’s & Children’s Center. Our work supported the campaign for the hospital’s fast-approaching opening (next week, February 23!), producing photos that could shine on their own or with a text overlay. We stayed in close communication with the video team, making sure that both still and moving images were aligned with our overall message.
Inside the Cone Health facility, we explored a variety of environments—from the NICU to the birthing room to the long hallways—establishing each one as a place where families are invited to show up as themselves. We highlighted the state-of-the-art care available, but also portrayed the hospital as an intimate place where patients can feel at home. We even engaged with members of the real-life healthcare team, who worked alongside professional actors to add extra authenticity to the images we captured.
This shoot’s extensive crew—for both video and stills—created an exciting, challenging atmosphere for our team. We were able to seamlessly integrate ourselves into the overall production, enjoying a truly collaborative experience that led directly to client satisfaction. We also interacted with some fascinating props: we used not only a prosthetic belly, but also a silicone baby! (There was a real infant on set, too.)
Another element we loved: exploring a new facility before it opened to the public. We really had the capacity to explore and get creative with the space. We also captured some outdoor images, which benefited from some day-of aesthetic treatment (we sprayed down the driveway with water to deepen the color of the pavement) and key post-production enhancements from our in-house retoucher. Overall, our work brought an intimate story to life—one that fosters emotion and cultivates trust for new and growing families.