Midi asked me to produce the photography for a full site rebrand. The assignment became something larger: a two-day capture, a repeatable AI post-production methodology, and a rights framework for using real women as digital replicas with clear consent and compensation.
Executive production
AI methodology
Post-production oversight
Talent rights and compensation guidance
01 / Brief
Midi Health is a virtual-care clinic founded by women to deliver the specialized midlife care women deserve. For its rebrand, the company needed a visual system that could feel candid, expert, warm, and unmistakably human across the complete customer journey.
I came aboard to produce the shoot, oversee post-production, and define how the captured material could become a scalable source for AI-assisted photography. A two-day Los Angeles capture with a physical production budget below $75K established the source library. The first generation and revision cycle added approximately $15K to $20K, extending the result into three years of photography across owned channels.
02 / In market
The first delivery proved the system across distinct page types, compositions, devices, and customer moments. The photography reads as one coherent brand library because the workflow held identity and art direction together.
03 / People
We worked in a small Los Angeles studio with women who already had a relationship to Midi and the midlife journey it addresses. Ambassadors brought lived experience. Clinicians brought the expertise and trust at the center of the brand.
The AI workflow could place their digital replicas into new environments, wardrobes, compositions, and scenarios, but every identity began with a real person, a deliberate invitation, and a controlled capture.
04 / Method
Across two days, we photographed the women from the angles and expressions needed to prepare a durable identity set. Higgsfield Soul ID then provided the character-consistency layer: the person remained recognizable while the art direction, pose, wardrobe, setting, and framing could change.
The reference photography was a production input, not behind-the-scenes decoration. Its consistency and range directly affected how convincingly each replica could be regenerated.
Consistent light, clean backgrounds, expressions, gestures, profiles, and full rotations.
Curated references prepared each approved digital identity in Higgsfield Soul ID.
Brand-directed scenarios expanded the library beyond what two physical days could cover.
Selects moved through human review, revision, retouching, and final site composition.
05 / Rights
The use cases were still evolving, which made conventional model-release language inadequate. I guided the team through language that defined the digital-replica terms, established the intended website and owned-channel uses, and protected talent from appearing in unexpected representations or scenarios.
Compensation was part of the same system. I recommended current non-union market day rates for the physical shoot, based on term-limited usage, plus an additional 200 percent fee for AI and digital-replica rights. The premium recognized that the captured identity could create value far beyond the number of images made on set.
Production principle
Undefined technology does not require undefined consent.
State what “AI,” “digital replica,” generated image, and source material mean inside the agreement.
Describe approved channels, term, and foreseeable scenarios before an identity enters generation.
Prevent unapproved contexts and representations from becoming a hidden extension of the shoot.
Separate the physical day rate from the additional value created by reusable replica rights.
AI did not remove production. It expanded what production needed to account for.
06 / Proof
07 / On set
The source capture preserved the expressions, gestures, and relationships that made the generated library feel specific to Midi rather than generic to the technology.
08 / Outcome
A production system designed around people, rights, and long-term utility.
For less than $75K in physical production, plus approximately $15K to $20K in the first generation and revision cycle, Midi established three years of photography across its owned channels.