In this three day project, we centered on real patients, capturing their stories and experiences. We conducted interviews in studio against green screen, filmed in three different locations, and took individual and group portraits of the six patients. Additionally, we provided close-up images for key promotional materials. As a bonus, we documented behind-the-scenes moments, which were incorporated into the client's communication materials for their new product release.

We held pre-production meetings over Zoom, including one the morning of the shoot while we were setting up the lighting for the green screen video interviews and studio stills.

We discussed the best approach to allow flexibility in changing colored backgrounds after the shoot for the stills and portraits, wardrobe colors, makeup and hair options, props, locations, weather contingencies, etc…

Most importantly, we discussed the care and comfort of the patients during the shoot. We agreed that the best approach to help maintain comfort and the authenticity of the patients was having them bring their own wardrobe while our stylist would be prepared to supplement any elements that didn’t fit the client brief regarding colors and overall tone.

Prior to the shoot, I spoke with my crew and voiced my objective that the patients needed to be cared for from the moment they arrived at the studio and throughout the shoot. The production had many moving parts and a tightly choreographed schedule which came off seamlessly. I didn’t want anyone to feel rushed or feel uncomfortable in any way. I spent a little time with each of the patients we were going to interview & photograph and got to know them a little prior to pointing a camera at them. I reassured them that their comfort and confidence were my utmost priority on set, ensuring they always appeared in the most flattering light possible.

We were all amazed at how quickly Amber became comfortable in front of the camera. We set up the shoot so the client and ECD could tag picks they liked as we were shooting, ensuring we wouldn't waste time capturing images we already had. We shot closeups and full lengths that we could later use to create individual and group compositions.

Annie was a pleasure to photograph, and with a little reassurance, let her guard down quickly. We captured her close-up and full length as well and then proceeded to do a group photo of the three patients we had scheduled that morning. This way the first two were free to take a break while we finished with Jim. We broke for lunch and then began the video interviews on the green screen background in the early afternoon.

I directed the video interviews while also capturing some stills and behind-the-scenes images and video. The client helped ensured smooth interviews by providing patients with the questions beforehand, allowing them to respond seamlessly to the account director’s questions once in front of the camera.

Our first and second days were a great success, wrapping by 4pm and prepping our gear for the next day on location.

When going on location, the prep is everything. We hired a location company to scout and provide imagery with current information. I’m a big believer in leaving very little to chance. Once the clients selected their preferred locations, I went out a couple of the days prior to the shoot and met with the park Ranger and did my own tech scout. I found a few inconsistencies and a great spot to capture one of the key frame images so I could match the lighting to the two I had already done in the studio. I created a lighting scenario in the studio that I could also utilize in a limited space with short ceilings.

Our producer is one of the best in the business. She had the motorhome, various areas set up under shade, ample comfortable seating, and a generally pleasant environment to work in ready prior to the agency and patient’s arrival. The catering was handled by the best in Florida and my favorite.

We photographed Becky sitting on the bench, in video and stills. The DP and I have worked together for many years and the execution for all the set-ups was fast and smooth. We utilized the dappled shade from a nearby tree and a 12x to bounce and then diffuse the sun as it was moving into the shot. There were a few kayaks and people in the background from time to time that added some additional variety. We also put our A motion camera on a Dana dolly and utilized an EZ Rig to capture variety in our video footage. Our B camera was mostly on sticks, so we had a very stable image to cut with as well.

We moved to the next shot of Bonnie with the bicycles. We planned her shoot very close to the lake so we wouldn’t have to make a major move. Her location was about 20 yards from where we shot Becky. It had a totally different vibe and fit perfectly with the client’s vision.

This location had the most challenges. The bike rental office was open and from time to time there would be a small group of bicycle renters nearby. There are always curious onlookers, and several would jump into the set to grab a selfie with our gear and shoot proceeding in the background. Part of the stipulation for procuring the location was that we leave the office open and would not impede the rental business. Again, this had all been planned prior and we had everyone in place to manage the traffic and onlookers.

When the agency broke for lunch, my crew and I set up stills in the small historic gallery on site to capture Charles’ images. His flight had been cancelled the day prior and we needed to capture his key image to match the ones we shot in the studio and full lengths to match the Amber and Annie’s. We spent and little over an hour and captured what we needed.

Our last shots of the day were on a wooden bridge about a quarter of a mile up the path. We moved very efficiently and utilized the shade with a bounce to capture the stills and video. The A camera was on a Dana Dolly, while the B cam was below on sticks shooting up, offering a slightly more extreme angle. Our DP and the camera operator utilized headsets throughout the shoot, while I was directing with the use of a director’s monitor. We had a video and stills village set up at each location. The clients were viewing both stills and video in real time and making selects as we were shooting.

We wrapped by 4pm. The shoot had gone very smoothly. The client, agency, and most importantly the patients all had a good time with no stress and several fun moments scattered throughout the shoot. We all met for a congratulatory refreshment after the shoot where both the Agency and Client complimented us for a job well done.

The following day, I received a thread of emails appreciating how happy and comfortable we made the patients feel.

Several days later, the ECD sent me a very appreciated review of our shoot.

“They say looking good is the best revenge”. I recently worked with George on a complex project that involved shooting video and photography in the studio, and on location, all in 3 days!
He and his crew were one of the best I’ve worked with in my career. Nimble, professional, and extremely buttoned up. I couldn’t be happier with the results. I look forward to working with him again in the future, so I can continue looking good…” Larry Moen, ECD

Thank you Larry! Though this was the first time I had worked with Larry, the Agency and Client, I’m looking forward to the next opportunity to partner with them.

Multifaceted Pharma Shoot Driven by Empathy & The Desire to Capture Authentic Imagery