Cade Martin Takes a Human Centric Approach to Medical Technology

Cade Martin aims that each image he creates furthers a narrative living beyond the single still moment. Always asking himself, “what is the bigger story?”, “what was happening right before this image was captured?” and “what could be?”. His work is often a blend of imagination and reality so subtle, that you will be questioning if your own imagination isn't running wild. So when MACLYN came to him with a healthcare campaign that aimed to show the full human experience, as well as the technological capabilities, Cade was the perfect fit.

With this project, Cade knew that it was important to tell a story that went beyond hospital walls. Tapping into his imagination and his unique creative and technological capabilities, Cade added the human experience and perspective to a clinical environment, all the while clearly depicting the medical applications of the machines. Cade hopes that his work goes beyond the images he creates, so that he helps to cultivate a community that supports one another. This project does just that.

“This project was tasked with retaining the hallmarks of innovative machinery, the power and future-leaning technology, but also with flipping the script and have those calling cards as a backdrop of the human experience.” -Cade Martin

What was a memorable moment from this project?

This was a unique project, with lots of indelible components. But if I must choose, it was really memorable to create a scene of a ballerina pirouetting across an operating table while focusing on how to safely work and capture the function of an MRI machine (basically an 8-ton magnet) It was the best kind of challenge, and both the process and end product are ones that will stick with me.

What did you learn on this project

I nerd out on process and it’s great to work and collaborate with people and teams that do things differently. I was impressed by MACLYN’s immersive process in discovering and naming the human-centric brand identity that sets IMRIS apart in their field. Through their process of “no holds barred brainstorming.” they harnessed a perspective to center humanity and find the balance between elements of fantasy and reality in the IMRIS brand storytelling. Understanding their process gave me valuable insight into the goals in bringing the IMRIS story to life and gave our collaboration wings.

Collaboration is a recurring theme in your work, how did that play out in this project?

My commercial photography is often (almost always) a collaborative effort. What you see in a final photograph or motion stands on the shoulders of collaboration - great relationships, trust and creative back & forth are central to the work I do. This project was very much grounded in that collaborative effort, and I was excited to partner with the creative team at MACLYN to help bring their vision to life. To create a scene of a ballerina pirouetting across an operating table AND of how to safely work and capture the function of an MRI machine (basically an 8-ton magnet) was the best kind of challenge. From the fantastic to the technical we were committed to treating both aspects of the brand story with equal care and attention.

I was impressed by MACLYN’s immersive process in discovering and naming the human-centric brand identity that sets IMRIS apart in their field. Through their process of “no holds barred brainstorming.” they put themselves in the shoes of the target audience, and harnessed that perspective to center humanity and find the balance between elements of fantasy and reality in the IMRIS brand storytelling.

What do you want people to take away from you and your work after seeing this project?
From the fantastic to the technical I am always committed in my work to treating all aspects of the brand story with equal care and attention. My commercial photography is almost always a collaborative effort, and what you see in the final photographs and motion, stands on the shoulders of collaboration. Great relationships, trust, and creative back & forth are central to the work I do. This project was very much grounded in that collaborative effort, and I was excited to partner with the creative team at MACLYN to help bring their vision for IMRIS to life.