I was commissioned by The Lozenets Clinic to produce a comprehensive series of images for their company website, intended to support PR and marketing efforts and to visually represent both the medical staff and the clinic’s professors. The managing team provided a clear and detailed brief that defined the objectives, required tone, and final usage scenarios for the photographs. That brief shaped every stage of planning and execution.
Preproduction
The project required significant logistical and technical preproduction. Scheduling was coordinated with clinic management to assemble staff for a single full-day shoot. Because the images needed to include staged documentary-style scenes as well as traditional headshots, we mapped out shot lists, scene flows, and a timetable that allowed us to move efficiently between clinical spaces and portrait setups. We assessed available light in exam rooms, consultation offices, corridors, and public areas, and planned supplemental lighting to maintain a consistent, natural, and professional aesthetic across the set.
I prepared and tested a range of equipment to meet the brief’s demands: two camera bodies, prime and zoom lenses for both environmental portraits and tight headshots, portable strobes, modifiers, lightstands and reflectors. I also prepared grip equipment that would allow quick, safe adjustments in active clinical environments without disrupting patient care. Two assistants supported setup, lighting changes, and rapid turnaround between subjects.
On-set execution
The entire shoot was completed in one intensive day. Early coordination was crucial: management notified and assembled staff as much as possible into scheduled windows so we could hopefully capture everyone without interrupting clinical operations. We created a flow that alternated headshots and documentary-style group or action images, which helped keep people moving and reduced downtime.
For documentary-style images, my approach emphasized candid, natural poses and interactions that communicate professionalism, teamwork, and approachability. Some scenes were staged to look documentary — staff at work, patient consultations (with appropriate consents and stand-ins), multidisciplinary meetings, and laboratory or procedural contexts — while keeping the environment controlled for lighting and composition.
For headshots, I used a consistent setup and lighting scheme to ensure a cohesive look across the website and marketing materials. Background choices and framing were selected to match the brand tone specified in the brief: clean, confident, and approachable. When appropriate, I photographed professors and senior staff in their professional context to underscore expertise and authority.
Technical workflow and deliverables
I shot in both RAW and JPEG formats. RAW files preserved maximum tonal and color information for high-quality retouching and print applications; JPEGs allowed for rapid delivery of select images directly to the PR agency for immediate use in social media posts and printed news materials. RAW files were processed in a calibrated workflow to match the clinic’s color and tonal requirements; JPEGs intended for quick use received light edits and export presets to meet the agency’s deadlines.
Two assistants were instrumental during the production stage: one managed lighting and grip adjustments, while the other coordinated talent, managed on-set releases and consent forms, and kept the schedule moving. This division of labor ensured professional image quality and a streamlined experience for clinic staff.
Outcome
The result was a cohesive library of images that met multiple needs: headshots for staff profiles, environmental portraits that communicate the clinic’s atmosphere and standards, and staged documentary images suitable for PR and marketing. The deliverables supported the website design and provided ready-to-use assets for immediate PR campaigns and printed materials. The combination of careful preproduction, an efficient single-day shoot, a robust technical setup, and on-the-spot JPEG delivery ensured that The Lozenets Clinic received professional, versatile imagery aligned with their organizational goals.
