Patient-featured Photo/Videoshoot Campaign
When sourcing imagery for Janssen Compass, I was constrained to use stock photography because of an expedited launch schedule. However, stock photos are costly and typically lack authenticity and diversity. I saw an opportunity for Janssen Compass to conduct photo/videoshoots and feature real patients. This proposal evolved into a greater initiative for Janssen companion programs.
Images used with permission | © Johnson & Johnson
Year
2021–23
Skills
Concept, proposal build-out
Contributing team
Philippe Intraligi, Don Zinzell
Stock photography drawbacks
Lack of authentic diversity
High cost, little ROI
Lack of ownable imagery style
Stock images require disclaimer "not a real patient"
Brand photoshoot featuring real patients
Featuring real patients would build an ownable, authentically diverse image style, promoting trust in the program.
The photo/videoshoot needed to communicate companion program values:
Janssen companion program values
Human connection
Empowerment
Photo/videoshoot intangible attributes
Authentic
Diverse
Relatable
A Day in Your Life
Patients will be asked beforehand about rituals that make up the course of their day: starting their day with a cup of coffee, taking any medications, going on walks in the afternoon, calling loved ones, etc. These rituals will be incorporated into each patient's session.
Brand touchpoints will be woven in, such as calling their Care Navigator or using items from welcome kits.
Tiered approach
I outlined a tiered approach to create a scalable and efficient roadmap for future sessions. The first session would be a small photoshoot featuring one patient in a home setting. Sequential tiers would involve more photoshoot locations with additional patients, care partners, and healthcare professionals. Documentary-style videos would be introduced in later tiers.
