Clients > Case Study: IDEXX

IDEXX Laboratories, Inc., a worldwide leader in innovative products and services for veterinary, food and water applications, came to us with a specific need to visually depict a value proposition statement. Macomber’s job was to breathe visual life to IDEXX’s tagline “Practice What’s Possible”. Encouraging vets to advance their standards of care, IDEXX wanted to show imagery that gave the veterinarian something to aspire to, yet felt attainable.

After learning from IDEXX what their ultimate veterinary clinic would look like, we partnered with a local designer who built the set and installed it in our own daylight studio. Propped with IDEXX products and other objects, model clinicians and Sprout (the patient), our virtual clinic was rendered authentic. What remained was to take high quality photographs—what we do best. Our resulting images met IDEXX’s objectives, and we exceeded their expectations, all while having some fun.

Aileen Cahill, Divisional Vice President of Marketing at IDEXX said, “Working with Macomber studios was a delight from beginning to end. They epitomize a value-added ‘partner’ in their strategic insights, attention to detail and executional excellence. Beginning at the concept stage, set design, through the final photo retouching, they were every step of the way providing guidance, flexibility and genuine enthusiasm for our project. Our new Value Proposition brochure is a hit with our executives, sales professionals and most importantly our customers. In my 20 years in marketing, this was by far the best photo shoot I’ve ever had the pleasure of being involved in.”