Boston Medical Center:
Orthopedics Advertorial
ROLE: Photographer, Photo Producer
CLIENT: Boston Medical Center
FORMAT: Commercial & Promotional
BRIEF: BMC was doing a brand refresh, in a attempt to shed their reputation as a only a Safety Net hospital. To that end, it ran a two-page spread in Boston Magazine, plus a website post, declaring them as a contender for some of the best Orthopedic care around Boston. To that end, I shot images of Dr. Abdeen in typical situations across her day, from the conference room to the operating room.
PRODUCTION: Before production even showed up, we had to be ready to bob and weave; getting into the OR was not a guarantee at any particular time. We started early - 4AM - to give ourselves a good chance, but had a backup plan in case a patient needed the OR more than we did. Luck was on our (and the theoretical patient’s) side, so me, 2 assistants, and my MUAH artist got started in the OR, before proceeding to a patient exam room, and a conference room.
