BinaxNOW Photoshoot — Kelsey Grupp

THE CHALLENGE

In 2020, COVID-19 self-test photography & video did not exist on stock websites (trust me, I spent way too many hours looking). Fast forward to 2021 and the range of options were still slim, but the lack of diversity in these options was even more dismal.

Client: Abbott
Role: Concept, Art Direction

Team: Marnie Thompson Senior Copywriter, Dave Luxton ACD, Tessa Banks Executive Producer, Cristina Martinez Senior Producer, Justen Williams Photographer, stephen hunter director/DP

THE SOLUTION

We pitched a 3-day BinaxNOW content shoot, with the goal of capturing the authentic & informative side of COVID-19 self-testing that could appeal to the masses.

Our concept for the shoot was rooted in everyday scenarios where BinaxNOW could help provide peace of mind. So whether it was testing before visiting grandparents or even just dinner out with friends, BinaxNOW was always there. For art direction, we leaned into warm & inviting tones, minimal set & prop styling and a diverse cast to best represent our audience.

With our fantastic cast, amazing photographer Justen Williams and director Stephen Hunter, we captured some serious swab action, finishing with 10,000+ BinaxNOW photo & video assets. So swabby.