A Multi-Day Campaign for UF Health Jacksonville
Large-scale healthcare campaigns are never the result of one person working in isolation. They are built through collaboration, planning, trust, and a shared commitment to telling stories responsibly. A recent multi-day brand campaign for UF Health Jacksonville was a clear example of how those elements come together when photography, film, and real human stories intersect.
As a Florida branded content photographer specializing in healthcare and documentary-driven work, I was brought onto this project to capture the still photography for a print and social media campaign. At the same time, a larger production team was creating a mini-documentary along with broadcast and streaming commercials. From the start, the goal was continuity—ensuring that every visual asset, from stills to motion, felt cohesive and intentional.
Collaboration at Every Level
One of the most important aspects of this project was collaboration. Working alongside directors, producers, cinematographers, audio teams, and agency partners meant that communication was constant. Everyone involved understood that while each medium had different technical needs, the story itself needed to remain consistent.
Still photography was captured with an awareness of how the subject was being portrayed on camera. Lighting choices, environments, and moments were aligned so that the print and social images felt like an extension of the documentary and commercials—not separate interpretations. This level of collaboration helps ensure continuity across the entire campaign, from billboards and social media to television and streaming platforms.
Being Part of a Larger Crew
Working as part of a larger crew requires flexibility and awareness. Sets are shared, schedules are tight, and every department has overlapping needs. As a documentary photographer in this environment, my role was to work efficiently and respectfully—capturing strong, usable imagery without disrupting the flow of the film production.
This kind of collaboration reinforces how important it is to understand the rhythm of a set. Knowing when to step in, when to step back, and how to work around lighting setups and sound takes is essential. When everyone respects each other’s roles, the final product benefits.
Planning, Logistics, and Multiple Locations
Healthcare campaigns often involve multiple locations, complex schedules, and a wide range of crew members. This project required careful planning to move seamlessly between environments while maintaining visual consistency.
Logistics played a major role—from coordinating call times and locations to ensuring that the subject’s availability was always prioritized. With so many moving parts, preparation becomes just as important as execution. Planning ahead allows the creative team to stay focused on storytelling rather than problem-solving in the moment.
Respecting the Human Story
Perhaps the most important consideration throughout the project was remembering that the subject was not a paid actor, but a real patient sharing a deeply personal story. Respect for their time, comfort, and emotional bandwidth guided every decision on set.
Healthcare photography demands empathy. It’s not just about capturing strong visuals—it’s about creating a space where people feel safe, heard, and respected. Every image needed to reflect honesty without exploitation, and strength without performance.
Purpose-Driven Healthcare Photography
This campaign is a strong example of how healthcare photography in Jacksonville, Florida can balance scale with sensitivity. By combining thoughtful planning, collaboration across departments, and a documentary approach, the final imagery supports a brand while honoring the individual at the center of the story.
Projects like this reinforce why continuity, respect, and teamwork matter—especially when the goal is to create branded content that feels real, responsible, and human.
