Creative Production | Casting | Photography
Client
Bill and Melinda Gates Medical Research Institute (BMGMRI)
Commissioned by
Straightline World
Location
New York, NY
Navigating the Creative Crossroads:
Our journey with the Bill and Melinda Gates Medical Research Institute (BMGMRI) began through a partnership with Straightline World, a distinguished agency based in New York. Tasked with producing photography for BMGMRI's new branding, we embarked on a collaborative endeavor aimed at capturing the essence of their groundbreaking work. The first concept proposed an international project, while the second suggested a studio-based approach in New York. After thoughtful deliberation and consultation, we chose the latter for its ability to showcase subjects in a compelling and impactful manner.
Ethical Integrity at the Forefront:
Throughout the project, ethical integrity remained paramount. Each subject and story were approached with sensitivity and respect, honoring the dignity and humanity of those portrayed. Our aim was not just to capture images but to amplify voices, fostering empathy and understanding through the power of visual storytelling.
Overcoming Casting Challenges:
Casting proved to be a significant challenge, particularly in finding models with authentic experiences related to communicable diseases. To address this, we hosted a comprehensive two-day casting call, ultimately selecting 11 individuals whose stories deeply resonated with BMGMRI's mission.
Technical Accomplishments:
Managing the logistics of a two-day photoshoot in New York, we coordinated the arrival of models from out of state seamlessly. Our meticulous casting process ensured that each model embodied the essence of BMGMRI's work, further underscoring our commitment to excellence.
Key Moments
Strategic Decision-Making: Choosing the studio-based approach for its storytelling potential.
Casting Call Success: Selecting 11 models with authentic experiences related to BMGMRI's mission.
Logistical Precision: Coordinating a seamless two-day photoshoot in New York.
Ethical Commitment: Upholding sensitivity and respect throughout the creative process.
Our collaboration with BMGMRI exemplifies our dedication to storytelling with integrity, showcasing the human side of medical research and amplifying voices that deserve to be heard. Through photography, we not only capture images but also convey powerful narratives that inspire empathy and drive positive change.