In advertising, perhaps the most compelling message one can convey is a true story with a positive outcome. A subject giving an honest and accurate testimony has more validity than anything written by a paid copy writer.
Over the last several months, I have been involved with a media team that is telling the story about patients from the University of Louisville Health Care program. Some have had cancer, others have suffered strokes, and, on the positive side, some have brought new life into the world. All of them have been under the care of a particular health care team at the university. In the series of ads, each patient has the opportunity to tell their story about their experience with their health care team member and how they are doing today. It has been my job to show who these folks are, in their best light, of course.
The typical shoot is to photograph the person in a way that they have direct eye contact with the viewer with no distractions. To accomplish this, I photograph them on a white background with their gaze directly into my lens. Once I have set the lighting and made several tests shots, the work really begins. Images of the shoot can be viewed at www.facebook.com/pfotocom.
I am confident that the technical side of the shoot is now set and my concentration shifts to my subject. I engage them in conversation mostly about their daily lives. When I feel as though I have an “insurance shot” in the can, I then begin to query them about some personal aspect of their illness or their recovery. Sometimes, I ask about the impact of all of this on their family and future. What I am seeking is that look in their eye that conveys the depth of where they have been and or where they see themselves in the future.
This is a regional advertising campaign that is appearing on the web, television, print ads, and outdoor billboards. The main goal is to raise awareness of U of L Healthcare and the services that it offers.
A newborn baby, mother, and U of L Health Care team member grace a billboard that is seen in the Louisville, KY area.