Portfolio for CEL MoD campaign

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by Jacob Pritchard

Thanks so much for being in touch about the CEL MoD shoot.

Gerri has shared some initial information, which is really helpful.

From what I understand, the direction includes:

  • Shooting people indoors, in real locations with beautiful natural light

  • Focusing on special, authentic connections between talent

  • Using animated typography in both stills and video, with type that disintegrates

  • A mid-March shoot window

I’ve put together a small set of references pulled from my portfolio that feel relevant to this direction.

Since this is for multiple myeloma, I’ve pulled a number of images featuring talent in a similar age range.

The work leans into natural, lived-in environments and real interactions — moments that feel grounded and human rather than staged or overly polished — which seems well aligned with the tone described.

Happy to share more if helpful, and excited to explore this further.

Undetectable means life comes back into focus.

CGI/Typography

I really like the idea of using animated typography and the disintegration concept, and I’d love to hear more about what you have in mind creatively.

For projects like this, the first partner that comes to mind is Recom Farmhouse, who I’ve collaborated with before. They do great work blending type and CGI into live-action footage in a way that still feels tasteful and restrained.

I’ve included a few examples from their portfolio below to give a sense of how their approach could pair naturally with the kind of imagery I create, and how the live-action and typography could work together as one system rather than feeling layered on top.

About Me

I studied journalism at the University of Colorado, and after graduating I moved to New York where I got started working as a photo assistant. Today I shoot for publications like the New York Times and brands like Cadillac, YouTube, Google, and Adidas.

I LIVE WITH MY WIFE AND nine-YEAR-OLD DAUGHTER IN the HUDSON VALLEY, NEW YORK. When I'm not hanging with the family I can be found scouring used book shops for the next addition to my photo book collection, or PLAYING SOCCER WITH THE LOCAL TEAM.

Thank you so much for considering my work for this project. I’m excited to speak more about the creative for this campaign!