HEALTHCARE // Envisioning Outcomes
– IT’S ALL IN THE FRAMING –
Collaborating with a previous client in the healthcare industry allowed us to once again express our creativity with a high-concept shoot. For this campaign, we paired studio photography with stock plates from around the world that we have shot and produced over the years to convey the brand’s promise to help patients envision and achieve positive outcomes. Our partnership with our sister agency, Cowboy Collective, allowed us to handle the campaign’s production from start to finish, including the studio shoot, the stock imagery, and the retouching.
For the studio shoot, we wanted to feature portraits of individuals framing themselves and others using their fingers. We shot some photos over the models’ shoulders to capture the subject from another person’s perspective, though a frame made with the model’s fingers. The studio shoot’s specific challenge was in capturing the precise angle and mimicking the natural lighting of the subject’s setting, and our ability to work closely with the retouching and production team allowed us to hand over images that were designed to fit the stock plates. From there, the studio shots were seamed together with photos from beaches, trails, steep cliffs, and more, allowing patients and their loved ones to envision a bright, active, and adventurous future.
For the main website and collateral, we turned the camera on the models themselves, suggesting the perspective of the doctors prescribing the medication as well as the patients themselves. These images, shot in front of a custom, gray Oliphant backdrop, allowed the liveliness and vitality of the patients to shine. This shot was a high-concept collaboration that required a full team to achieve a cohesive and impactful end result, and I’m proud and grateful for everyone who helped make it a success.
Credits:
Production + Retouching: Cowboy Collective
Client: Veloxis Pharmaceuticals
Agency: MedThink Communications
Creative Director: Jack Hyndman
Photographer: Natalia Weedy
Line Producer: Kat Spangler
DIT: Brian Quinby
Gaffer: Tommy McGlaun
Grip: Jim Mahorney
H/MU/W Stylist: Kim Konsler
Studio: Contrast Creative
Talent: Locke Models, Modelogic