Getty “1,000 Words”:
Selling premium stock images without actually seeing the stock image.

It’s every writer’s dream – a long copy ad, an open brief… and a 2-day deadline. I loved every moment of writing this 1,000-word short story to promote the story-telling power of Getty Images’ Prestige collection. What’s unique about this Prestige collection, is that each image is comped and designed to evoke a story - unlike the other more generic stock images on their main site.

Every story in our campaign was inspired by a specific Getty image. The stories were printed in posters and print ads in trade media, and the image was kept deliberately out of the poster. So people could type in the URL on the poster to reveal the picture that inspired the story - and be inspired to browse the full image collection too. Trade media was chosen to allow us to speak to the right target audience - i.e. creative industry folks who rely on stock images for their line of work.