DC-based photographer Rebecca Drobis was awarded a contract by FHI 360 to create a custom image library for the CDC to use for its diabetes prevention campaigns. CDC realized that traditional stock photography just wasn’t connecting with their users, and wanted to focus on real people talent and situations that would resonate.

I served as the project’s creative director. My priority was ensuring that the CDC’s missions and goals were furthered through Rebecca’s photography.

I reviewed CDC focus group findings, brand guidelines, and other marketing documentation in order to arrive at a list of key themes the photos should touch on.

We approached the project in phases over the course of 14 months, collaborating on what locations, talent, and situations would help the CDC achieve its goals. I created mood boards to help hone the creative direction, and once that was finalized, I created shot lists with location, art and talent direction.

Rebecca and her rock star producer Nancy Swenton took the months of prep and turned into shoot day magic, creating relatable, authentic imagery.