Optune Gio Photoshoot Treatment
Photographer: Jacob Pritchard
Production Company: Love & Trust Productions
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Hi I’m Jake 👋
I’m incredibly excited to be considered for this project. It brings together an outstanding creative team, including folks I’ve had the privilege of working with before. Ryan Bell and Kristine Tellefsen at Patients & Purpose have been amazing collaborators in the past, and it’s great to be in the mix with them again. I’ve also partnered with Patients & Purpose on previous campaigns, and I know firsthand the level of craft and care they bring.
I’m also really excited about the opportunity to work alongside Nico Zapanta. Our creative call together had a thoughtful, grounded energy that left me feeling creatively aligned and eager to collaborate.
And I’m thrilled to have Elle—my longtime producer—on this as well. Elle and I have worked together for over a decade, and she’s a calm, capable leader who knows how to keep a set running smoothly while holding space for the human side of the work.
The subject matter is equally inspiring. Optune Gio, is a remarkable innovation—one that’s helping people with GBM reclaim their daily lives and extend precious time with the people they love. It’s a story about technology, but more importantly, about resilience—and I’m honored by the chance to help tell it.
This campaign hits a meaningful intersection for me: the chance to tell real human stories with care and honesty, to collaborate with creatives I trust, and to contribute to something truly innovative. Optune Gio is a device that’s helping people live longer and reclaim daily life—and I’m honored to help tell that story
01 — WHY THIS MATTERS
This is a campaign about something real. A story of resilience, of adapting, of living fully with something that wasn’t part of the original plan.
The patients we’ll be photographing aren’t actors. They’re people showing up with courage, generosity, and honesty. That deserves an approach rooted in respect — and in reality. My goal is to create images that feel lived-in and emotionally grounded, without sacrificing visual excellence. Thoughtful light. Honest details. A sense of time and place that honors who these people are.
The images throughout this deck are pulled from my own work. Each connects to an emotional, visual, or structural thread I see in this campaign—whether it’s subtle interaction between loved ones, the quiet strength of someone at home in their space, or the unspoken power of presence.
Think refined documentary:
human stories captured with warmth, care, and craft.
02 — MY APPROACH
I come from a photojournalism background, and that has never left me. I built my early career by earning trust with real people in real situations—listening more than talking, and capturing moments that are unposed but deeply human. That foundation has carried into all my commercial work, especially with healthcare brands.
Over the years, I've worked with a number of healthcare brands and agencies including XXYZ, on campaigns covering conditions like XYZ. The work has always been rooted in empathy and truth: photographing people who are actually living with the conditions being discussed. That same spirit will guide this shoot.
This campaign is also personal. I’m genuinely inspired by the Optune Gio technology—it’s innovative, impactful, and gives patients more time with the people they love. I consider it a privilege to play even a small role in helping that message reach others.
Our job is to support the bravery
these patients are already showing.
03 — WORKING WITH PATIENTS
Everything starts with trust. I know the creative team has already been in touch with some of the subjects and has established a real relationship—which is a huge asset going into this. We want to keep that connection strong. If and where appropriate, I’d love to join some of those pre-shoot conversations as well—just to help the patients feel comfortable with me, and get a sense of how they want to be seen.
On set, it’s about creating a vibe where people feel at ease. That starts with my team—the crew I bring is experienced, calm, and knows how to create a warm, supportive environment. We lead with empathy and work with a light touch to help people feel grounded and safe.
For some of the patients, we’ll also be photographing them with their caretakers. This is a great asset—not only because it helps the patient feel more comfortable on set, but because it allows us to show a deeper layer of their story. These relationships are central to their day-to-day lives, and capturing them adds emotional richness and authenticity to the campaign.
Of course, how the Patients & Purpose team interacts with the patients matters too—and I know we’re in excellent hands there. Having worked with Ryan Bell and Kristine Tellefsen before, I’ve seen firsthand the care and thoughtfulness they bring to every step. Our call with Nico Zapanta also left me incredibly excited; the mutual respect for these patients was clear, and the creative vision was thoughtful and aligned.
Our producer, Elle, is another key reason this will go smoothly. Elle and I have worked together for over a decade, and she brings a steady, thoughtful presence to every production. She knows how I work, and she leads with empathy and precision—which matters deeply on a project like this.
Once we’re shooting, I like to lean into what feels natural for each person. We’ll build scenarios around activities they actually do, in spaces that feel familiar. Once they’re in that rhythm, I can guide with subtle adjustments—light touch direction to make the most of each frame. Music helps too. I often ask for a favorite song and tailor a playlist that makes the room feel like their space.
Wardrobe and styling will be handled with the same level of care. We’ll have a fitting day to make sure patients feel confident, and on shoot day, great HMU support will help each person feel like the best version of themselves.
These images will be carefully crafted, with a human touch.
Refined, honest, and built to carry the emotional weight of the story while meeting campaign needs.
04 — TONE & VISUAL DIRECTION
Warm. Lived-in. Quietly beautiful.
That’s what we’re going for. Natural light, real environments, personal objects. Homes that feel like homes, not sets. (We’ll be working in rentals, but we’ll scout for spaces that already have texture and history—and our amazing prop stylist, Shawn, will help shape the rest.)
We’ll bring in some of the visual language established in previous campaigns—what’s been described as a “sepia” style. That language gestures toward a specific feeling: warm light, a golden hour palette, a sense of timelessness. We’ll lean into that through smart location selection, natural styling, and light that feels like morning or evening—not just in color, but in direction, softness, and tone.
We’ll be shooting one day in a house and another in a park or café. The shift in setting will give the campaign visual variety and emotional range—without losing cohesion.
For some of the patients, we’ll also be photographing them with their caretakers. This is a great asset—not only because it helps the patient feel more comfortable on set, but because it allows us to show a deeper layer of their story. These relationships are central to their day-to-day lives, and capturing them adds emotional richness and authenticity to the campaign.
The images will sit somewhere between candid and composed: gently guided moments that still feel true. A glance, a laugh, a shared silence. Nothing overly posed. Nothing that rings false.
Emotionally, we’re aiming for hope. Optimism. The kind of quiet resilience you feel when someone’s been through something hard and come out stronger. That’s the tone I want to carry through every frame.
The tri-state area is full of visual gems—warm, inviting homes, great textures, and natural light. It’s a perfect match for the grounded, authentic feeling this campaign calls for. There are some incredible location options here that already feel emotionally believable and visually rich—and our early file pull is just the start.
Shooting locally also means I can bring in a crew I’ve worked with for years—a team that not only knows how to execute efficiently but brings the right sensibility to set. We work with calm, warmth, and flexibility, which is exactly what these shoot days will need.
Our producer, Elle, is a huge part of that. Elle and I have been collaborating for over a decade. She brings warmth and steadiness to every production and is particularly gifted at handling the nuance of healthcare shoots—keeping everything on track while making people feel safe and supported.
We’ve already started conversations with our location scout and done an early file pull. Attached are just a few locations I think have real potential. From here, we’ll dive deeper—vetting each space for natural light, spatial variety, emotional believability, and visual tone. And of course, we’ll collaborate closely with your team every step of the way.
05 — LOCATIONS & CREW
We’ve already started working with our location scout and pulled a variety of options, focusing on houses in the tri-state area that feel warm, lived-in, and grounded. These are just a few early standouts—we’ll collaborate closely with you to explore additional options and make sure we find the perfect fits.
06 — HOW WE SHOW THE DEVICE
One thing that stood out to me as I began preparing for this shoot was what real patients are saying about wearing Optune Gio. I spent time reading through online forums and patient interviews to understand the lived experience—not just the medical talking points. It’s clear that wearing the device is an adjustment. It can be physically and emotionally challenging. I don’t think we should gloss over that or present an idealized version that doesn’t reflect reality.
At the same time, I read story after story of people finding ways to keep living—heading out to work, walking their dog, seeing friends, going on dates. They adapt. They wear hats. They find ways to feel confident and seen. That duality—the challenge and the resilience—is exactly what I want to capture.
The goal is to build a library of images that includes:
Moments where the device is clearly visible, worn with pride and honesty
Other scenes where it’s subtly integrated—under a cap, tucked into daily life, not hidden but not spotlighted
