Blackbird, fly

When marketing to Seniors became a priority for CVS Health, I knew that we needed new imagery. This age group had previously been portrayed as one dimensional - overly happy, always with grandchildren, often doing stereotypical things like gardening. I wanted to do better by these people who are living life more fully than ever before. I embedded a photographer to shoot Seniors going about their everyday lives and the result was a genuine, empathic and intimate portrayal of them.