Montefiore Health System commissions Doug Menuez to shoot its “Doing More” branding campaign

Doug Menuez’s emotionally authentic photography is at the heart of Montefiore Health System’s new branding campaign, “Doing More,” which underscores Montefiore’s status as a premier healthcare provider with world-renowned physicians and scientists, while also connecting on a personal level with the very people it serves. (The campaign was created by The Bloc.)

For the assignment, Doug shot lots and lots of studio portraits—as many as 100 in a single day—in four shoots over a four-month period. “We realized we were going to be inundated by a massive influx of subjects, their kids, and other family members, so our production team—led by producer Stephanie Cohen—quickly rearranged the studio and workspace to move the subjects through wardrobe, styling, releases, and whatnot with blazing speed,” explains Doug. “My crew and I had done an extensive prelight the day before, but for some reason it wasn’t working for me anymore. So we set to work creating a new lighting plan after talking again with creative director Marc Law, incorporating natural window light with our HMIs.”

The project then expanded, with three more shoots that were led by ace producer Lynda Goldstein of Pix Producers. Doug shot documentary-style imagery, such as a patient being wheeled from an air ambulance, right there in the studio. “It was an interesting challenge to bring my documentary skills and capture real moments within the creative and conceptual white-box gallery theme,” he says. “The idea was that everyone and everything was presented in an art-gallery setting. The babies were like an exhibit.”

Ultimately, he produced a vast, versatile collection of photographs that could easily be translated to MHS’ website, print ads, billboards, and marketing collateral. “They needed authenticity—real expressions and moments—which is hard enough to get in real life,” he notes, “never mind on a set with 30 people, stylists, lights, assistants, and clients. But I did my best to make it feel like each subject feel like it was just me and them. I always try to connect with my subjects to let them know I care about making this work for them.”

Below are four of the ads created from the shoot, one of which features a grid of his portraits. Get a closer look at the portraits here.

 

Photo by Doug Menuez for Montefiore Health System.

Photo by Doug Menuez for Montefiore Health System.

Photo by Doug Menuez for Montefiore Health System.

Photo by Doug Menuez for Montefiore Health System.

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Click to view a gallery of Doug’s Montefiore portraits.

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