Windows of Opportunity: Capturing Real Stories for BeWell New Mexico
Overview: A Creative Collaboration with K2MD
In late 2024, I was approached by K2MD, an agency known for its thoughtful and impactful campaigns. They were working on a new marketing initiative for BeWell New Mexico, the state’s health insurance exchange. The campaign was titled “Windows of Opportunity”—a concept designed to celebrate real people and their personal healthcare journeys.
The creative direction was clear: photograph real BeWell customers against a clean backdrop, framed by the New Mexico state outline integrated with the BeWell logo. K2MD shared initial mockups using stock imagery, which helped communicate their vision. I was instantly drawn to the idea and excited to develop a custom set of professional, authentic portraits to bring the campaign to life.
The Shoot: Real People, Real Stories
We cast six actual BeWell customers to serve as the faces of the campaign. Each individual was carefully selected to reflect the diverse demographics of New Mexico, spanning different ages, backgrounds, and lifestyles. The goal was to create a sense of relatability for prospective BeWell clients—people who could see themselves in the campaign’s imagery.
The shoot took place at Your Daily Studios, my studio, and was completed in a single day. To ensure each subject was portrayed at their best, we included:
Professional hair, makeup, and wardrobe styling
Props to reflect their lifestyles and personalities
A streamlined team of three: myself (as photographer and director), an assistant, and a stylist
K2MD and the client team were on set throughout the day. Their presence made the shoot feel collaborative, energetic, and efficient.
Each participant was photographed in various poses and with multiple prop and wardrobe options to provide the client with a wide range of usable image variations.
Shooting to a Creative Brief
When working on campaigns like this, staying aligned with the creative brief is crucial. K2MD delivered a well-prepared shot list and layout mockups, which we printed and referenced throughout the day.
Using CaptureOne software, we overlaid the state-outline frame live during the shoot. This allowed both the agency and client to visualize the final layout in real time and give instant feedback. It’s a technique that streamlines production and ensures creative alignment from start to finish.
While there was limited room for artistic improvisation, my role was to faithfully execute the vision—something I take pride in. Knowing when to contribute creatively and when to simply deliver with precision is key in commercial work.
Final Thoughts
The “Windows of Opportunity” campaign was a true example of purpose-driven storytelling through photography. Working with K2MD and BeWell New Mexico was a rewarding experience that allowed me to combine technical skill with thoughtful collaboration. From concept to completion, the focus remained on authentic representation, consistency, and creativity within constraints.
Let’s Collaborate
Whether you're a brand looking to tell real stories or an agency aiming to visualize a specific concept, this shoot proves that with a clear vision and the right team, you can create something both beautiful and effective.
Want to bring your next campaign to life with compelling, real imagery?
📩 Drop me a message and let’s talk about bringing your vision to life.
