TAKE BACK YOUR BREATH //
Thank you so much for the opportunity to bid on this Breztri assignment — it looks like an incredible project. I really admire the creative direction behind this campaign. It stands out from the typical Pharma approach by digging deeper, peeling back the layers, and making a genuine effort to connect with real, working-class people. There’s an honesty and grit to it that I really respond to.
I’ve spent years documenting the lives of hardworking people across the country. I understand their grit, their quiet resilience — and the toll that years of labor can take. While smoking is the leading cause of COPD, many of these individuals were unknowingly exposed to dust, chemicals, and industrial fumes — harsh realities of certain trades. These are the people who keep the country running, often without recognition. It would be an honor to help tell their stories with integrity and care.
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ABOUT +
“I’m drawn to the working class — people who wear their work on their skin. Scars and dirt are a badge of honor. There’s truth in the grit, and that’s what I aim to capture.”
ANDY MAHR // ABOUT
I have a strong passion for blending beauty and grit in my work. I'm drawn to photographing hardworking men and women — the salt of the earth — and capturing them as everyday heroes. No matter the project, I aim to highlight these unsung individuals in a way that feels timeless and nostalgic, creating authentic and enduring imagery.
That same respect for authenticity carries over into how I work with clients. As a former Art Director and Creative Director, I understand and appreciate what it takes to bring ideas to life. I approach every project with a calm, easygoing, and collaborative demeanor, something that's served me well, especially when working alongside TV crews and integrated production teams. I'm always grateful for the opportunity to elevate a brand through strong creative partnerships and a shared vision.
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COLLABORATION +
"I was raised in the Midwest around people who valued hard work, humility, and perseverance. That’s the world I come from — and it’s why I feel most at home photographing people who share that same spirit and work ethic.”
Pendleton Whisky //
American Cancer Society //
USMC //
RAM Trucks //
COLLABORATION // COMBO SHOOTS
When it comes to combo shoots and working alongside a TV production, I've experienced them from every angle — as an agency creative, a photographer, and a director. I know what it takes to be successful in an integrated production. I understand the importance of staying small, nimble, and respectful of the overall flow.
At this stage, I'll assume we'll work side-by-side with the film crew — capturing stills from their setups when possible and staging separately when necessary. I realize I won't fully control timing, lighting, or blocking. That's okay. I've learned to treat that as an opportunity, not a limitation. Sometimes, I'm tucked in the shadows with a long lens, framing through foreground elements. Other times, I crop up in interesting ways to dodge a light stand or find a cleaner moment in the chaos. It's less about control and more about awareness — finding honest, unexpected images in the in-between.
I've done this many times for clients — from RAM Trucks, USMC, Dallas Stars, Ariat, and Pendleton Whisky to the American Cancer Society, where I photographed cancer patients with great sensitivity and care. Prior to the shoot, I always aim to connect with the Director, DP, Producer, and 1st AD — to establish clear expectations and build a collaborative tone from the start. Mutual respect goes a long way in creating successful, cohesive work. I pride myself on being a low-impact presence who understands the bigger picture.
STYLE +
“We want to stay far away from the traditional pharma look—over-lit, overly staged, and emotionally hollow—and instead create something real, raw, and human.”
STYLE // PHOTO REPORTAGE
This campaign calls for imagery that feels real — not staged, not perfect, but honest and human. I aim to move away from traditional pharma visuals and capture the deeper story behind each subject's eyes. The very nature of a combo shoot actually tees this up perfectly. With real action happening on set, we'll have natural opportunities to catch genuine, unscripted moments — the kind you can't fake or force.
The work will be a mix of candid moments and lightly directed portraits — people starting their days, interacting with loved ones, using the product naturally, and working in real environments. It's less about perfection and more about truth: authentic expressions, real atmosphere, genuine human connections.
The result will be images that feel lived-in and emotional — photography that hits harder because it's honest.
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COLOR GRADE +
“Color grading is one of my favorite parts of the process — it’s where the photo really starts to breathe. That’s when you shape the mood, lean into the grit, and bring the image to life.
COLOR GRADE // LOOK & FEEL
All imagery will be captured in a neutral color space to maximize color grading flexibility, and I will cover various formats to accommodate multiple sizes. I'll collaborate closely with the agency and post team to create a cohesive look that aligns with the TV but with its own photographic voice.
Through color grading, we can adjust the level of grit as desired — muting or saturating colors, pushing contrast or fading shadows for a more nostalgic, cinematic feel. Whether the imagery is raw and weathered or warm and rich, the final treatment will feel intentional, honest, and true to the campaign's tone — with a consistent, ownable look that ties everything together.
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