A young doctor, disciplined and in action.

The challenge

The challenge was to shoot content for a positioning strategy: the doctor’s first batch of videos and photos.

The brand aimed to connect with an upper-middle-class audience that needs to trust the person treating them. The image had to show a young, forward-looking, modern and elegant doctor.

Three attributes guided the shoot: disciplined, forward-looking and results-driven.

How we approached it

A guide first; then the camera.

1. Production guide. A document setting out the challenge, tone, brand attributes and shoot requirements.
2. Recording topics. Twelve breast-surgery topics: types, complications, scarring, breastfeeding, implants and recovery.
3. Setting and wardrobe. Scrubs, gloves, stethoscope, suit and tie, and cycling gear with a bike to show discipline beyond the operating room.
4. Shoot and assets. Formal and in-action portraits, video and educational posts in the brand’s blue and pink line.

From portrait to post

Educational posts bring the photography into the brand’s blue and pink graphic language and are organised around questions.

Refined stationery

The archive keeps the original stationery and a modified version, adapted to the same visual system.