Hybrid Photo & Video Shoot for the Home Healthcare Industry

May 2

AMC Health empowers people living with chronic conditions to live healthy, independent lives in the comfort of their own homes. A veteran in the industry, AMC Health reached out to SPLASH Productions to help them compete with industry newcomers that are thriving with exceptional commercial photo and video content. SPLASH Productions captured still and motion content throughout our two day Florida shoot, followed by one day of in-studio product photography.

3 Primary Content Needs:

Healthcare technology products in use
Remote patient monitoring and Telehealth communication
Patients with chronic conditions living independent lifestyles

PRE-PRODUCTION

The Healthcare team leaned on SPLASH to conceptualize their ideas. We developed a storyboard that communicated the company message and integrated the various treatments, diseases, and markets they serve.

Talent casting was an essential part of the healthcare shoot. We leaned on professional models and real people in our community to fill the vast and very specific roles required. Twelve talent were selected to represent the payer market, employer market, provider market, veteran market, nurse, and doctor.

As mentioned in the “The Key to a Prolific Commercial Library Shoot” article, our photographer / director, Robert Holland, prefers to rely on natural light, using artificial sources on an as-needed basis. This is vital as it allows for a fast moving production. For this shoot, we augmented natural window light with artificial light; which for a primarily indoor shoot, this places enormous importance on the home selection. We used our network of locations and connections to scout for homes that represented the proper market, yet were large enough to comfortably work in. We landed on two homes for the two-day shoot, one home for each day to provide the client with a diverse library of images to work from for years to come.

The final step of pre-production was to collect props to help make the two houses feel like multiple homes. We planned a swap of pillows and artwork for each scene a talent was placed in to differentiate the space. Each scenario was to be shot with multiple demographics, so props could be changed along with talent; extending the life and diversity of the image library. With the proper lighting equipment (that both the still and motion team could utilize) and cameras selected, the shoot was ready to roll.

“Robert and Emily are a dynamic team. Their collective talent, from stills and video to talent procurement and shoot logistics, is top notch.
It is always a pleasure working with the team at SPLASH, they keep everything on track with a smile on their faces.”

— Darcey Thompson, Creative at AMC Health

SHOOT DAYS

A smooth shoot day comes down to good planning and a great production book. Schedule, shot list, storyboard, and inspiration sheets are constantly referred to, and producer Emily Thorsen is a production book master. We used natural light and reflectors outdoors. Indoors, we used window light augmented by high-powered LED light with modifiers for a soft overall natural look. We used directional spotlights with drop-in gels and filters to emulate shadows and highlights to add “window light” where there was none. This also allowed us to create sunlight at will during cloudy periods. The lighting was simple, portable, and easily moved, critical for long shot lists and library shoots. Stills and motion were viewed and approved in real time using wifi-enabled tablets and monitors.

In our corner was our photographer/director, producer/director, dp, lighting crew, hmu/stylist, and camera assist. On the client side was the chief marketing officer and creative director. Their role was not only the client, but they also provided the expertise to make sure the medical devices were properly used and portrayed. We all worked together to capture both still and motion cohesively as the talent came and went through the day. For a healthcare technology shoot, the client was an invaluable help in assisting with the products and setting up proper real-life scenarios.

For the final day, all medical device products came back to our studio, where they were polished, lit, photographed on white paper, and clipped out. All were shot locked down so the device's live screens could be added to the studio-lit product in post.

POST-PRODUCTION

The client’s initial need was photo and video for their new website launching the following month. We supplied edited proofs, the client selected their favorite images, and we retouched and exported them to optimum web specs following their sitemap. The brand video is their homepage header with graphic animations. The photo and video content captured has since replaced stock imagery across their marketing materials and trade show assets to create a consistent brand look.

AMC Health now has a vast library of images to last for years. The final photos and videos illustrate modern care management in a realistic and approachable manner that’s sure to gain the attention of new business and impress current contracts.

Splash Productions recently helped me with a library shoot for AMC Health to complement the company's rebranding and to provide a new aesthetic. Having worked with Robert for many years, I knew his talent and vision would be perfect for the type of photography I wanted. Robert and Emily are a dynamic team. Their collective talent, from stills and video to talent procurement and shoot logistics, is top notch. It is always a pleasure working with the team at Splash, they keep everything on track with a smile on their faces.

— Darcey Thompson, Creative at AMC Health

We love library shoots. They’re not for everyone though. You need to be able to move fast, be (very) prepared and have a team that is too. Some shoots are designed around two shots a day - library shoots require dozens. Adding motion really ups the ante but its such a great added value for the client we’ve learned how to do it well and affordably. That’s the kind of thing that brings great clients like Darcey back.

— Robert Holland, Photographer / Director at SPLASH

THAT’S A WRAP

This Home Healthcare Library Shoot wrapped with 2 days on location and 1 in the studio. Hours of motion and 4434 digital files were produced. We had 6 crew members, 12 talent, 80 props, 15 products, and 56 shots on the client shot list with a challenging budget. Shot in Martin County, Florida. Thanks to the great crew and client for a successful shoot.