Each: 60 film (“Swimmer”/ “Runner”) is a high-energy, fluid story of psoriasis patients achieving “their go” as told through various scenes most relevant to their lives. Each specific scene is comprised of multiple vignettes, tied seamlessly together through match-cut, camera movement consistency, or subject matter juxtaposition. Each scene is anchored by a purposefully considered environmental graphic, attaching the brand name to a single, aspirational word.

The decision to place branded graphic treatments in their respective environments created a wonderful challenge. Careful attention was needed in all facets of shooting, not just editorial – from blocking, to movement, to crossing and tracking. Also, deliberate attention was given to the graphics themselves, which were typographically designed to evoke the feeling of the actual word itself.

Calculated Realness was the phrase we lived by with the photography. This involved careful use of natural light with big apertures and fluid organic moves. Even night shots were carefully and sparsely filled only when necessary. The most instrumental guidance for both DPs was an understanding that each scene, composed of three vignettes, was to be thought about as a ballet with three acts making up a whole. This gave a purposefulness of composition and choreography.