Mentor (J&J MedTech):
Behind All Breasts
Pitch concept turned branded campaign for Mentor,
the breast aesthetics division of J&J MedTech
DP • Karina Silva
Concept, script, storyboard, art direction, music selection
The Pitch
Rarely does pitch creative move beyond the pitch. In this case it did—and led to a trademarked tagline, a global brand video, multiple photoshoots for global markets, and a global style guide for both consumer and HCP audiences. Here’s where it all started.
Concept, script, storyboard, art direction, stock sourcing
The Photoshoot
3 days. 12 real Mentor patients. Countless beautiful stories.
Photographer • Liz VonHoene (B&A)
On-set art direction, wardrobe, location selection, shoot prep + coordination
Building the Global Brand
Once excitement had grown around the new campaign, the global markets needed a toolkit to help them execute it for their own unique audiences comprised of consumers/patients as well as HCPs.
Copywriting and outline collab, layout
