As Aetna’s brand refresh kicked off, a reimagination of Aetna’s visual identity was crucial. Our starting point was new brand photography—a unique visual asset library that would be exclusively Aetna’s and distinctly on-brand. We needed to elevate our image and differentiate our communications for our target audiences.

The mission was to capture new photography that not only embodied the refreshed brand but also laddered into the greater Healthier happens together® platform. To do this, we turned the spotlight on real people—from diverse backgrounds, cultures, and health stories—to tell an authentic story about the people behind the healthcare plan.

We captured believable and true moments through stylized photojournalistic realism to distinguish the Aetna brand from their stock-photography-driven competitors, bringing vibrant colors, relatable environments, and real emotions to the forefront.

I selected Gleeson Paulino, known mostly for high fashion and art photography, to join me with 32 cast members to shoot for five days in Tampa, FL, where we had a grueling 108 setups across ten locations. 15,000 photographs were captured.