J&J "Choose Gentle"

This campaign was a monster.

Over a week of shooting with two crews at 6 locations throughout Amsterdam, we captured 20 videos with nearly 200 setups and over 150 print & digital stills, all shot for 2 campaigns across 5 markets worldwide.

We cast 52 families, including over 70 newborns, infants and children, totaling 204 real people representing a cross-section of the world in areas of faith, race, ethnicity, gender, age, disability and sexual orientation.

We worked with two creative agencies, one media agency, one PR agency to accomplish all of this.

I personally oversaw all of production in the hybrid role of production company EP, agency producer and line producer. Needless to say, there were LOTS of spreadsheets to track everything and I’m proud to say that we delivered everything on time and on budget.