Rothman Orthopaedics

Background

Modern Luxury in Philadelphia is launching a new magazine titled Medicine + Doctors. This new magazine provides insight of the health and beauty scene in Philadelphia. It is a high honor to photograph Dr. Alex Vaccaro, the president of Rothman Orthopaedic Institute and orthopedic surgeon, for the first cover of Medicine + Doctors.

Creative Process

Prior to photographing Dr. Alex Vaccaro, we visit Rothman Institute at 925 Chestnut Street, 5^th Floor, Philadelphia, PA 19107 for a location scout. In his main office, we use dark blue window blinders as a simple background. When photographing magazine covers, simple backgrounds are ideal because text will appear on the photo.

In an adjacent office at Rothman, there is a spine diagram that we add behind Dr. Vaccaro. This aligns with his expertise as a top spinal surgeon in Philadelphia. Including this relevant detail is key to driving interest and creating dimension in the photo.

The editorial story discusses Dr. Vaccaro leading the charge at Rothman with a focus on patient care. As a result, we capture a lifestyle scenario of an office discussion and Dr. Vaccaro reading a letter from his office couch. Editorial lifestyle photography should connect to the content of the article.