David W. Johnson Redefines Corporate Imagery Through a Human Lens for Deloitte

A major part of David W. Johnson’s vision for his photography is drawn from a lifelong commitment to honoring stories that are both culturally fluent and emotionally grounded. Believing that truth and empathy are the foundation of any meaningful image, David approaches each project through a story-keeping lens. A recent project with Deloitte called for showcasing how collaboration shows up in the corporate world. Knowing that corporate can sometimes be synonymous with sterile, David posed the question, “what does collaboration look like when it’s deeply human?” 

Deloitte is a brand that is associated with structure, process, and precision, and David wanted to be sure that his images conveyed warmth and connection. An intangible chemistry that makes collaboration appear not only functional, but authentic. Working closely with the Creative Director, David helped conceptualize scenarios, cast talent, and design interactions that would embody true collaboration. The images show that even in corporate spaces, humanity drives innovation.

How did you approach the creative brief to showcase collaboration?

I wanted to be sure that, though this is a huge corporation, the human connection was at the forefront of these images. I felt that my role, beyond direction, was to create scenarios that made connection visible through body language, conversation, and natural interactions among the talent. I wanted to be sure that the visuals were so engaging that someone would stop and pay attention, not just because of the brand name, but because they recognized something familiar and something real.

Other than the actual directing, which aspects of the production were you a part of?

I wanted to be sure that the setups felt natural, so working with the Creative Director, I helped to build environments and direct scenes that were as if the talent were really working there. Scouting locations and thinking about how I would direct the talent was important. We used environments where the talent could act out scenes that would really happen in the offices. All of the “props” and drawings used in the images are what real Deloitte employees would use. I also helped in the casting process because that is huge for translating the vision. We wanted to cast talent that looked like the person sitting across from you on the subway, or your coworker that you grab lunch with. I wanted expressive and approachable people to capture that type of connection.

What aspect ensured that the traditional corporate tone was translated into something much warmer? 

The project was designed to highlight how health, growth, and progress come from people working together. I really wanted to make each image feel natural, through lighting and angles, as well as proper casting and directing. When people can see themselves in an image, or at least see the humanity in it, the message lands on a deeper level.