Wink Scrubs

  • Art Buying
  • Digital + Public Web
  • Photo + Art Production
  • Photography
  • Storytelling

Wink Scrubs partnered with Osita Productions/ Me to reimagine their product photography, creating a massive library of over 10,000 versatile visuals (over the course of 2 productions) that showcased their modern, functional scrubs for healthcare professionals. As the Executive Producer, I led the creative production process, from team assembly to delivery, ensuring the photography resonated across the brand, e-commerce, and social media.

Wink Scrubs: Elevating Everyday Essentials 

Challenge:

Wink Scrubs had a solid foundation—polished studio photography that showcased the technical excellence of their performance-driven medical apparel. But as their brand grew, so did the need for content that could make a deeper connection.

They needed to evolve their visuals beyond the studio, capturing real-world relatability to better reflect the lives of medical professionals wearing their scrubs every day. The goal was clear: develop an evergreen lifestyle content library to fuel all digital platforms while maintaining the quality and professionalism that defined the brand.

Action:

As the Executive Producer, I took on the responsibility of ensuring the creative vision didn’t just come to life—it came together strategically and seamlessly to meet Wink Scrubs’ evolving needs.

I led with partnership, strategy, and proactive guidance, ensuring every decision was rooted in both creative impact and production efficiency.

  • Assembling the Right Creative Partners: I facilitated the collaboration between Plazma Creative and photographer Terence Bordon, curating and onboarding a production team known for their expertise in lifestyle storytelling and editorial photography.
  • Asking the Right Questions: Partnering with the creative team to refine the visual direction and ensure alignment with the brand’s identity. Guiding conversations around how the scrubs needed to be represented—exploring themes like movement, comfort, and the realities of life on shift to shape the creative direction.
  • Client Alignment & Production Strategy: I worked closely with the Superior Cloth & Stich group to ensure their priorities were clear, balancing creative storytelling with practical needs for a multi-use content library.
  • Budget Oversight: Managed a competitive bidding process to secure top-tier talent while staying aligned with budget goals.
  • Production Leadership: Directed 2x three-day lifestyle shoots on Portland’s OHSU campus, and surrounding areas capturing diverse models in authentic scenarios—lunch breaks, in-between moments, and commutes—all crafted to emphasize the scrubs’ performance, durability, and wearability.

This was more than just production management—it was creative problem-solving, guiding the entire process to ensure the right story was told in the right way.

Outcome

The final photography libraries positioned Wink Scrubs as both functional and stylish in real-world scenarios, driving increased engagement across their digital platforms while giving them a dynamic and evergreen library of assets (the first one so successful, they came back a couple months later wanting another round!) flexible enough in their breadth and variations to fulfill current and future use cases to come. The assets supported e-commerce growth, enhanced social storytelling, and strengthened the brand’s identity in a competitive market.