So I am building the artwork for an ad that will be running in Cincinnati Magazine. It is for Beacon Orthopaedics, the leading facility in the Midwest for orthopedic care. Their team is world-renowned and they treat major league athletes as well as anyone in need of expert care. Their doctors also serve as the primary orthopedic physicians for the Cincinnati Reds (baseball) as well as the Cincinnati Cyclones (hockey). Here, they wanted to advertise their Spine Center, so I came up with the idea to photograph a back with the hands gently cupped on either edge of the spine, in essence cradling the spine to emphasize the duality of strength and fragility of this very important part of the body. Ultimately, the ad will include a photo of the surgeons in scrubs to the left of the canvas as well as some verbiage and the logo. I captured the back in soft box light, no crop, and edited only the brick wall to add a liquify effect for a paintbrush feel.
This was a delight to photograph, and Beacon has remained one of my all-time favorite clients for several years. I have had the honor of creating their TV ads, web industrial videos, jumbo-tron billboards and now print work.
Thank you, Beacon!
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