Agency Yes& brought on Photographer/Director Eli Meir Kaplan to produce a documentary-inspired commercial lifestyle photography campaign for software company Medidata Solutions. Designed to tell deeply human stories, the multi-day shoot in Baltimore, Maryland, followed four narrative arcs: a cancer patient, a diabetes patient, an Alzheimer’s patient, and a caregiver.
Eli gives kudos to the production team who sourced a corporate veterinary headquarters and transformed it into an incredibily believable doctor’s office and oncology wing. To capture emotionally compelling performances, the campaign relied on rich character backstories that helped the talent fully connect with their roles. Casting a real family for one of the core storylines brought an added layer of heart and genuine emotion to the imagery, which now anchors Medidata Solutions’ official website.
For more of Eli’s work, visit his Workbook portfolio.
Represented by Freda Scott Creative.
