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In October of 2016, Planned Parenthood turned 100 years old. Built on a foundation of informing and educating the public, Planned Parenthood provides trusted healthcare to communities all over the country. Their team’s mission is to aid the global advancement of women’s health by leading a movement for reproductive health and rights. By sticking to a vision that enables people everywhere to access quality healthcare and education, Planned Parenthood inspires and motivates women everywhere.
Planned Parenthood started a project of a series of videos that were produced and shot by 6 different filmmakers in 6 different regions of the US. The videos tell the unique stories of local patients, activists, medical assistants, and clinicians. Planned Parenthood decided later that they wanted to add stills to the campaign. The first shoot was set to place in San Diego, where Wonderful Machine photographer Frank Rogozienski is based.
Frank had previously worked on a project for the American Association of Orthopedic Surgeons with the current Art Director of Planned Parenthood, so when Planned Parenthood’s Creative Director was looking for recommendations for the San Diego shoot, the Art Director recommended Frank.
The goal of the campaign was to build brand awareness through short and personal verité style videos and stills, designed to post online. The images would also be used as stand-alone banner ads to drive traffic to the video series, as well as to bolster the Planned Parenthood corporate image library.
Most of the pre-production and planning for the shoot was done by the project’s producer. By the time Frank came on board, all the talent had been secured and scheduled.
Frank had some challenges during the shoot in San Diego. Since the producer and filmmaker had already put in a lot of time in pre-production, the addition of a photographer meant reworking plans to accommodate the extra time and setup. Frank assured the video crew that everything would run smoothly with the collaboration, and was able to work with the team to share resources and talent.
I’ve shot a few projects like this before so I know it’s critical to coordinate with the filmmakers ahead of time so that we all have realistic expectations.
The filmmaker Frank was working with was talented but she had never shot with a still photographer on set before, making communication and flexibility key to the success of the shoot. Frank had to figure out how to get the shots he needed on a tight schedule, while also taking into consideration the time the video team would need with the talent.
Frank’s favorite part of the project was meeting and sharing the stories of ordinary yet extraordinary people.
Given the current political climate in our country, this has been an especially meaningful project for me. I’m happy to have had the opportunity to work with Planned Parenthood on this project.
The project is still ongoing and Planned Parenthood has been a dream client for Frank. Although the original scope of the work was to support the national corporate image library, the San Diego images were so well received that the project was expanded to include North and South Carolina, and the Youth Power Summit in Las Vegas. The campaign also resulted in trade graphics for the national and chapter affiliates websites. The popularity of the images was so great that the collateral for the project was produced and disseminated almost overnight.
See more of Frank at frankrogozienski.com.