UPMC,
Keeping Women Strong
A series of powerful testimonials for UPMC Magee Womens Hospital from the perspective of the loved ones of the women who had to undergo care.
It's not just the patients who experience the trauma of a hospital visit—their loved ones also hope for the best care. In a series of powerful testimonials for UPMC, we hear from the husbands and mothers of those who've received care.
To do this, we hired director Gabriella Cowperthwaite ("Blackfish") to interview our subjects. On set for this shoot, I learned an incredible amount on how to make the subjects of touchy interviews comfortable. It was a masterclass in getting people not used to cameras to open up.
If you have some cash burning a hole in your pocket, consider donating to the NICU of UPMC's Children's Hospital (or any other hospital caring for sick children).
What'd I Do?
Concept, Art Direction
Where'd I Do It?
Grey New York
Who'd I Do It With?
Emily Goldenberg, Patricia Kendall, Fred Liedtke, Jan Egan, Ron Castillo, & Gabrielle Cowperthwaite