After a highly successful project the prior year, Photographer/Director Bil Zelman was invited back by Novo Nordisk to direct this latest PSA campaign on location in Mexico City.
“We told three authentic stories—a building superintendent, a boxing coach, and a laundromat worker—each following everyday people from work back to their families, encouraging viewers to get screened for fatty liver disease.”
Bil directed all of the motion and photographed the stills over an ambitious two-day production. Mexico’s collaborative approach brought together an enormous team, and the scale and attention to detail were remarkable. Shooting in Mexico City also gave Bil textures, locations, and authenticity that would have been difficult to recreate in the United States while providing meaningful production efficiencies. The entire production exceeded Bil’s expectations, leaving him eager for the opportunity to create there again.
To view more of Bil’s work, visit his Workbook portfolio.
