Creative Services

What Can Creative Services: Photography Do For You?

Our team of photographers produces content that serves to advance the UF Health brand. With this in mind, there are specific requirements and expectations for each type of photographic assignment that we take on. Photographic services is only available to the colleges of the AHC, UF Health and associated institutes and centers.

If you are interested in submitting a photo request, please review the photography categories below to find the category that pertains to your request, then read through the provided information on how we work, as you (the requestor) may play a role in assisting us with executing your image(s). The information will help ensure that your photo shoot will go smoothly. Our goal is to produce the best images that tell your stories in order to further the UF Health brand.

If you need assistance with an upcoming project, please contact us. Creative Services, in conjunction with UF Health Communications professionals, can consult with you to ensure that you’re meeting UF Health and University of Florida graphic standards, and to recommend additional/alternative media channels that might be better suited to deliver your message.


Photographers’ Favorite Image for this Month

From a marketing photoshoot for UF Health Eye Center – The Oaks.

More of Our Work

Services Defined

Editorial Photography

Defined: Editorial photography is a single photo or series of photos that accompanies the text in print or online publications (magazines/newspapers). The photos are created to help support the written story to further visually narrate the message that is being conveyed. For example, a magazine is publishing a story about a group of doctors who are working with a specific machine. The series of photos could include a portrait of the doctors looking at the camera, a doctor using the machine, and a close up of the machine as it’s working.

How we work: For editorial photography, it is preferred to work alongside the writers and graphic designers to make images that complement and help readers understand and visualize the stories being told. This should generally be fairly easy to do if we are brought in early enough in the editorial process.

When to bring us into your project: When the topics, subjects and stories are initially being decided upon, as that will help us all be on the same page so that we can most effectively tell your subject’s story through the images we produce. If being brought in early is not an option, we will at least need a copy of the working or final draft in order to create images that make the most sense to accompany the text.

Examples of Editorial Photography:

Commercial Photography

Defined: Commercial photography is used to promote a product or service, whether internally or externally, to support a business or organization. In our organization what constitutes commercial photography? Any images destined for advertising and other types of printed or electronic collateral materials, such as billboards, brochures, posters, banners, etc.

How we work: This is the most involved and will take the most pre-planning and logistical work for all involved. The first step is for us to schedule a time to discuss your goals and the audience you are trying to reach. Once we have a feel for who you are and what you want do, we can begin looking for ways to communicate that message visually.

Things to consider:

  • Who is/are your audience(s)?
  • What key message(s) are you trying to convey?
  • What format or distribution channel will you use to deliver your images? Print? The Web?
  • What photography style will best convey your message(s)? Documentary? Portrait? Other?
  • Logistics: Who will handle the booking of rooms/spaces? The hiring or gathering of staff or models? Ensuring that security personnel and facilities personnel are alerted? Ensuring that the production crew is properly escorted? Logistics are often the most difficult and time-consuming part of a large photography project and we really need your help here.
  • Who will ensure that appropriate patient and staff consents are obtained?
  • Is catering during your shoot(s) necessary? Snacks and drinks go a long way to keeping your crew and actors/subjects happy and energized during a shoot.
  • We require the person requesting the photography or the assigned department contact to serve as a quasi-producer, meaning that you will be responsible for the boots-on-the-ground logistics. Our photographers are happy to help guide and counsel on what will be needed leading up to the photoshoot, but we will be relying heavily on you to assist with identifying and reserving locations, procuring subjects/volunteers/actors (MDs, staff, etc.), order and set up food if needed, etc. We’ll need you involved both during planning and to be there day-of to help coordinate the shoot.
  • Using real doctors/staff: If you plan on using real doctors/staff please keep in mind that they are not professional models and will likely not be as comfortable in front of the camera as a model would. The majority of the images we all see in brochures are filled with paid models that have vast experience in front of a camera. Additionally attempting to pull a doctor out of clinic or rounds generally will result in less than ideal images as they are rightfully focused on caring for their patients. We recommend trying to coordinate with them so that we can shoot them when they are not working or scheduled to see patients.
  • Using real patients: If you plan on using real patients please keep in mind that they are not professional models and will likely not be as comfortable in front of the camera as a model would, nor will they likely look like the “patients” we normally see in brochures, as those people are usually all specifically-cast models. If you plan on using real patients we would recommend that you make contact with them ahead of time so that we can coordinate them on a day when they do not have an appointment so that they can be prepared and know what to expect.

Examples of Commercial Photography:

Photojournalism/News Assignments

Defined: Photojournalism is photography documenting breaking stories and newsworthy events. This can include a photo needed for a press release or a series of photos taken for a currently developing story.

How we work: We are observers (fly-on-the-wall) in these situations, there to accurately record what is taking place in a visually engaging and story-telling fashion. While filling out the photo request form, please let us know the most important parts of the news story so we can look to capture that, plus a brief about the story and why it is making news.

Please note: We require 10 business days for all photo requests. Please keep in mind that due to existing commitments and the short-notice nature of news, our photography team might not be available to cover your breaking news story.

Examples of Photojournalism/News Assignments:

Select Event Coverage

Event Limitations: All photography requests for events must meet the requirement guidelines listed below and must result in external (public) usage of the photographs. Event coverage is limited to 30 minutes with delivery of 5-10 images. Please understand that due to limited resources and availability, we may not be able to cover events that take place after hours or on weekends. Please hone in on the most seminal moments of your event to photograph, and/or gather key people together at a specific time for group shots, keynote speakers, etc. Please provide us with this information in the shot list when filling out the photo request form.

How we work: We require a shot list with all photo requests for events to help us better understand what specific images you need captured.

Requirements for approval: For an event to be covered by UF Health Photographers, two or more of the following are required:

  • a press release
  • an accompanying story
  • official website or social media usage
  • a formal program of the event

Please note: If you need an entire event documented for archiving, posterity or personal needs, we are happy to recommend approved external photographers who do great work and have reasonable fees.

Examples of Select Event Coverage:

Request Our Photography Services

For consideration of your request, forms must be submitted a minimum of 10 business days (2 weeks) prior to the desired date. We will confirm if we are able to help once we have reviewed the submitted information and checked our team calendar.

High Priority Projects: Please note, at any given time, our photography staff has multiple projects in the queue. We know and understand that your project may have a high priority, but we are often juggling multiple high priority projects. In cases where we simply cannot accommodate your request internally, we can recommend local or campus photographers who may be able to help. Their fees are reasonable and they do quality work.

Directions to the Creative Services Production Studio (C2-20, Communicore Building)

From the main atrium of UF Health Shands Hospital:

–> Pass the Cafeteria: Walk north down the main hallway past the food court/cafeteria to your right (The main hallway is the one that runs parallel to the painted tiles in the atrium.)
–> Exit to the Sun Terrace: At the end of the hallway, you’ll see the Founder’s Gallery on your right and exit doors to the Sun Terrace food court on your left. Exit out the doors to your left to the Sun Terrace.
–> Walk through Sun Terrace to Communicore building: Walk through the Sun Terrace towards Starbucks and enter the Communicore Building through the glass doors between Panda Express and Starbucks
–> Take elevators to 2nd floor: Walk straight ahead and you will see a set of two elevators to your right. Take the elevator to the 2nd floor.
–> Follow image below to find the studio: Exit RIGHT off the elevator & turn LEFT as you approach the computer training lab (C2-003) in front of you, then turn RIGHT at the next hallway. Walk to the end of that hallway and turn right.
–> Room C2-20: You will find the UF Health Creative Services Production Studio on your right just past the water fountain, room C2-20.

The map below is of the 2nd floor of the Communicore Building, and shows the route you would take from the main elevators.

MAP to C2-20 800 pxls


To update and modernize the look of our official faculty and staff portraits as part of a larger effort to update our website design and proactively share your information and photo to search engines like Google and directories like Healthgrades, we are changing the process to have your portraits made. We are moving from walk-in “open” photography sessions to appointment-based sessions, which will allow us to have more time to take great photos of you that better capture your personality.

With this system there will be a reduction in the number of individuals that we will be able to photograph in a session. To offset this and ensure we can meet the demand, we have added several more sessions per month. Those sessions—and the ability to sign up for one—are listed below. Simply click on the session you wish to attend. That will take you to a sign-up form that will allow you to book your time slot. This process will be first-come, first-served. If your first choice is taken, please select another session. If all time slots are filled, please select another day. We ask that you arrive just slightly ahead of your scheduled time ready to be photographed per the guidelines listed below. With scheduled times, we also hope to avoid long waits and have you on your way quickly.

Portraits are only available for faculty and staff of the AHC and UF Health. Portraits are not available for posterity, archiving, personal needs or for students. This includes salaried students (undergraduate and graduate) who are considered staff. In the past we have taken such shots, but due to increasing volume and demands, we must stay focused on faculty (including Residents and Fellows) and other photos used for general marketing/news/PR/Web purposes. Any students seeking portraits should contact UF Career Connections Center:

To ensure that we are presenting UF Health to our patients, families and communities in a warm and approachable way, we are updating our photography approach to include a couple of different styles.

During your portrait session, we will want you to pose for a couple different portraits:

  1. A formal portrait photo. If you are a provider who interacts with patients, please wear a UF Health-branded white coat, even if you don’t normally wear one during your day-to-day interactions with patients. This is our brand standard for providers, as the white coat immediately conveys your role as a professional authority and presents a consistent image to our patients. We will use this image in online listings, directories, printed bios, etc. We will position you in the traditional manner for this type of portrait. Please bring your coat clean and pressed. If you do not have a UF Health-branded coat, we have loaners in our studio you can wear. We also have a full-length mirror so you can ensure you look your best. Business attire is required (please do not come in scrubs and avoid wearing loud prints and busy patterns).
  2. A more casual shot. We will take a second photo of you in a more relaxed pose. Providers who interact with patients may opt not to wear a white coat for this photo if you don’t traditionally wear one during your day-to-day interactions with patients. For this photo, we want to capture your personality, so our photographer will pose you a little bit and encourage a smile and/or a warm, approachable expression. Don’t worry, we’re not asking you to be a movie star here, just be yourself. Business attire is required (again – please do not wear scrubs) whether you choose to wear your white coat or not. This photo will appear alongside your profile on

Time slots for each session are limited and scheduled on a first come, first served basis. You may have a slight wait during your session depending on volume and if the individual(s) scheduled ahead of you are on-time. We will do our best to respect your time and keep this as quick and painless as possible.

You will receive proofs of your photos to review, usually within a few business days. Once you have selected your preferred shots, your marketing representative will ensure that the the photo is uploaded to and directed to other places as needed. Thank you! We look forward to seeing you in our UF Health photography studio.

Studio Schedule: Subject to change.

4/10 (Wednesday) 9:00a-11:00a, Click to Sign up
4/22 (Monday) 8:00a-10:00a, Click to Sign up
5/16 (Thursday) 9:00a-11:00a, Click to Sign up
5/22 (Wednesday) 1:00p-3:00p, Click to Sign up
6/4 (Tuesday) 7:30a-9:30a, Click to Sign up
6/24 (Monday) 9:00a-11:00a, Click to Sign up

Often we are asked by offsite departments if we can travel to them to take portraits. We’ve established a geographical boundary and a set of criteria when we will do that, because it’s not a simple thing to transport and establish a professional photo studio offsite that gives us the same photo consistency that we have in our campus studio. While we appreciate the issues with asking faculty and staff to make their way to our campus studio, coming here does allow for the best possible product while maintaining the availability of our photographers for other assignments due to efficiency. Above we have multiple Studio Portrait sessions that provide ample opportunity for faculty and staff to find the best time for them to have their portrait taken. Here is the geographical boundary (everything contained within the orange box). If your clinic/facility resides within this boundary, we ask that you come to our studio:

Geographic Boundary

In addition to the geographic boundary above, the criteria we’ve established for offsite portraits are:

  • Need at least a 12×12 space, 10 ft ceilings to accommodate our backdrop and lights
  • Need to be able to have complete control of ambient lighting. If there are windows in the space, we need to be able to knock down ambient light streaming in from them with curtains or blinds.
  • Need 30-45 minutes set up, then the same amount of time for breakdown.
  • The studio gear we’d need to bring (backdrop, framing, lighting, etc.) that gives us consistent photos to what we’d get in our studio requires the renting of a minivan. Does your department have budget for that and can handle logistics for us?
  • Need to have a marketing (or other admin) tied to the shoot to assist with scheduling and logistics. We require that a minimum of 25 portraits be scheduled per shoot with a minimum of 5 minutes per portrait. If pre-scheduled participation drops below the minimum amount prior to the shoot, we reserve the right to cancel the shoot and ask folks to come to our studio.
  • If prescheduled subjects miss their appointed time during the shoot, they must come to our studio.