J&J, A Global Portrait of Health

This wasn’t about creating a campaign. It was about showing the world what health looks like—at every level. From surgical suites to research labs, factory floors to patient visits, the work set out to capture the culture behind the breakthroughs.

Vision as the Visual Language

Working hand-in-hand with creative leads, IDW served as the connective tissue—an embedded post-production partner across every shoot, artist, and time zone. We helped shape the visual strategy across touchpoints, evolving a shared language of color, tone, and clarity.

From Brand to Editorial—and Back Again

With thousands of creative assets flowing from a single production ecosystem, we built two distinct yet connected styles: one for editorial storytelling, and one for brand campaign use.

The difference was intention. Editorial pieces embraced a more natural documentary tone, designed for credibility and clarity. Brand imagery carried a refined signature—elevated, consistent, and unmistakably J&J.

One Team, Many Voices

This project brought together an extraordinary range of talent—from internal comms leaders and agencies to photographers, filmmakers, and producers on the ground.

IDW’s role was foundational. As a post-production base camp, we collaborated quietly across continents to ensure every story, every frame, and every detail reflected the ambition of the J&J brand and the integrity of its people.

The outcome is more than a campaign—it’s a living system of storytelling. A documentary view of how culture becomes brand, how people power innovation, and how health is shaped not only in labs and boardrooms, but in every hallway, every office, and every action, worldwide.

Healthy Culture. Global Impact.

Collaborators

Canyon Road

Finn Beales

Mark Mahaney 

Daniel Dorsa

Sibling Rivalry

Wolff Olins

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