This series of images was shot for a campaign concept for Apixaban. As the staff photographer at Catapult, I went down to a retirement community in South Jersey to find regular people who would allow themselves to be photographed—they made a cool hundred bucks each for 10-15 minutes of their time. Not a bad deal. I wish I made a hundred bucks every 15 minutes.
The idea behind the concept was to show patients making excuses for not continuing on a competitor’s product. Their message was added to the canvases in post. The hardest part of the shoot was moving quickly from location to location and setting up lights as needed. Using a handful speedlights and umbrellas, we were able to set up and breakdown quickly. Most of the images were shot very close to ambient, using the speedlights to augment the available light. Overall a nice exercise in moving quickly and lighting close to ambient rather than nuking the place with tons of light.