With any craft, precision is essential. I take great pride in the precision and attention to detail I bring to each of my shoots. A recent shoot for small medical devices showcased this well. For this layout, I designed my shot for both a print spread and a web banner. I used a Leaf 40 digital camera back on a Hasselblad so depending on the clients future marketing needs this image could be repurposed in vertical format for print advertising, brochures or a large trade show banner. Lighting was essential to capture the ideal image. I exposed with Broncolor strobes and I made the shadows cooler by using a light blue gel in the over head fill; all while keeping the highlights clean with neutral main light. The finished image was clean, detailed and precise, just like the products shown. Achieving the right look for each product shoot can be simple, with the right tools.
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medical and healthcare
When looking to showcase a product, professional photography is essential. In order for your product to look its best you need a photographer that knows to ask the right questions. First where will the shoot take place? On location shoots present a unique set of factors the photographer needs to take into consideration. In studio shoots are more easily controlled but also need to be properly staged to best display the product. Location influences the type of lighting that will be used, whether it is a manipulation of the natural light within the space or high quality staged lighting, understanding the play of reflections and illumination is essential for capturing the best shot. The size of the product can greatly influence both location and lighting. Here at Rick Davis Photographic we have the capability to light and shoot products that are minuscule or the size of cars. According to the budget and creative direction of each project set dressing and props can be utilized to achieve the best look.
Recently, we did a product shoot for food storage containers. The client required that the photos have the same look and feel that was used in an advertising campaign in Europe. This influenced the styling of the shoot as well as the framing and content of the final shot. Using props, studio lighting and a lens that gave depth of field allowed us to achieve the ideal shot. As you can see, the final shot had room for copy while showcasing the product in its "natural" environment. Our collaboration with a food stylist for this shot really brought it to life. Our studio is equipped with a full kitchen which streamlines these types of shoots. We produced this shot on time and on budget for a very happy client.
Early this year, we got a call to work on a project for Dentsply Caulk, helping to launch a new product, from Jenna Fletcher and Mark Masseur of Symmetri Marketing Group, a full service, integrated, B2B agency in Chicago. The creative brief called for macro views of a crown procedure to be used in both print quality stills and clinical video featuring Calibra Universal, which is a new self-adhesive resin for use on a wide range of indications, from metal crowns and PFMs, to all-zirconia and all-ceramic.
Great teamwork made it all come together in a very crowded dental suite. Thanks to new tech LED lighting and beautiful macro glass, we were able to get our images as the patient got a double crown procedure by Dr.Nicholas Conte & Dr.Jason Goodchild; who we later featured in a Snappy Set of interviews and silly bits before wrapping the shoot. Enjoy the linked video clips. Great dentists, good sports but marginal actors!
Earlier this year, I had the opportunity to work with Jonathan Male, a Principal and Executive Creative Director of REALITYRx, a global boutique specializing in healthcare communications. Together we created a series of images for NuTech®, a leading biologics and medical device company. NuTech is in a launch mode for Affinity®, the first and only fresh amniotic allograft which provides highly bioactive healing. Other allografts that we captured images for included NuCel®, an allograft derived from human amnion and amniotic fluid, which provides an enhanced environment for tissue growth, repair and healing. Another amniotic allograft we worked with is NuShieldTM, which is readily available due to its room temperature storage and long shelf life, and is widely used as a wound covering for soft tissue injuries, as well as a barrier for the protection of tendons, nerves and dura. Another innovation that we photographed is Matrix, an allograft known for its natural osteoconductive and osteoinductive properties. Matrix is a cancellous and demineralized cortical mixture derived from the same donor, which can be used as a bone void filler.
Just an amazing new world. Seemingly every project I do has an element that breaks the norm. It’s always exciting to see these innovations in the medical and healthcare industry up close and personal, talk to the product managers, experience their excitement and be part of a roll out of the next big thing.
The relationship between doctor and patient is one of the most unique we will encounter in our time here on earth. From the most world-renowned surgeon to the first year med student, any medical professional will agree that an excellent rapport with patients is essential to success in the field of healthcare.
This touching moment between caregiver and patient was photographed on location at the Brandywine Center in Coatesville, PA. The mutual respect between these two men could be felt; it had such presence. In fact, the energy was so relaxed, I could almost hear this man’s heartbeat.
This photo can be seen on the ChesPenn Health Services website as part of the providers’ bios page. ChesPenn Health Services, one of four wellness driven facilities located within the Center for Family Health at Coatesville at Brandywine Center, provides medical care to low-income families and individuals who otherwise might not have these services available to them.
