My Role: Project Leader and Creative Director on the client side. No external agency was involved in this piece. Responsibilities included; creative direction; selection of photographer, model, clothing, and location; overseeing photo shoot; and final approval.

Photographer: George Mattei

This shot was part of a series that we did all in one day. The idea was to get as much bang for our buck. We hired three models and had them play various roles. First the woman played an audiologist, then she was mom to a younger patient. The adult male involved in this shoot also played dual roles. This allowed us to get a variety of shots that could be used for different purposes and different audiences.

The only trick to getting this particular portrait was that the image on the monitor needed to be superimposed in order to avoid the horizontal scan line that a camera picks up.

View photo in the context of ad campaign.