Boston Medical Center:
Hiring Campaign
ROLE: Photographer
CLIENT: Boston Medical Center
FORMAT: Commercial & Promotional
BRIEF: BMC was looking for new nurses, and their internal creative team was launching a campaign to support the push, including online banners and ads, and OOH print ads. By the time I showed up, the concept was developed, but the art and copy was still being worked out. The ask from me was to go find friendly nurses around the hospital system and catch them in two modes - in portraits, and in-situ at work.
PRODUCTION: Shooting a healthcare provider in an active hospital is no simple task: my producer had to make sure every frame was HIPAA compliant, and ask every nurse manager if borrowing their team would impact care. When the looks came together, it was magic! An assistant carried a single flash with diffusion options, and the ability to mount on- or off-camera. I didn’t use a tripod, since the goal was to be as unobtrusive as possible while capturing these everyday heroes.
