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Your City, Your Hospital CPMC / Sutter Health
Print and Digital Campaign

The Client:

CPMC/Sutter Health partnered with Erik Olsen Graphic Design to develop their Your City, Your Hospital campaign to raise funds for a new hospital in downtown San Francisco. The goal of the campaign was to celebrate real San Francisco doctors, donors, and patients in the community, capturing the spirit of what makes the city unique. The environmental portraits were used in various marketing materials, from program-specific campaign books and print materials, to a video wall inside of the Van Ness Hospital and an illuminated photo wall at the CPMC Mission Bernal Campus.

My Approach:

Having worked with Erik before, he knew I could quickly engage our subjects to feel comfortable on set, so our biggest challenge was scouting locations that were meaningful to the community, but were not so easily recognizable as to feel touristy. Add in the natural challenges of environmental shots: lighting and people using public spaces, it took quite a bit of patience and persistence.

I wanted to capture each subject’s unique personality as it blended with the environment, which ultimately resulted in 38 individual shoots around the city.

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