This was an unusual job. CCA Advertising in New York contacted us and wanted our approach to this delicate and emotional job. Pfizer one of their clients had developed a new AIDS fighting drug called Viracept. They wanted a classical, dignified and quiet portrait series of real people infected with AIDS.
Pfizer loved the look. The people at CCA had never seen 8×10 transparencies before and were blown away by the imagery. They decided to extend the use of these images to include a poster and calendar campaign.
On a technical note we chose to shoot this entire job on 8×10 inch film. This is a very expensive and technically challenging camera to use but it was important to create a portrait look that was studied yet comparatively unique for these digital times.
The casting was done in San Francisco. This was an emotional shoot from the very beginning. Â From casting to finish we were moved and inspired by the strength and courage of our subjects.
