We were re-launching a line of palliative care products for seniors in assisted living. Comfort, compassion and respect were the dominant themes from our research. But how does a big, global healthcare company credibly reflect these rich, human qualities? We teamed up with a renowned photo-journalist who was intrigued with the creative vision and opportunity. She spent two days on location documenting everyday human experiences in a large, urban skilled nursing facility. The results were visual stories of lives well lived, and the brand was proud to play a role in their experiences. These stories created a new way to think and talk about the products that made a genuine connection with customers.