In a world where visual representation matters more than ever, the portrayal of corporate offices on stock image websites has long been overdue for a change. Morning, in collaboration with the ad agency BETC Paris, has undertaken a groundbreaking initiative to challenge the status quo. Introducing the “Alternative Stock Images” campaign, Morning has set out to revolutionize the way we perceive corporate office spaces.

The Problem:
Stock images of corporate offices have often depicted a dreary and uninspiring environment, filled with clichés and stereotypes. These images typically feature old white males in the foreground, with women relegated to the background, and uninspiring office designs featuring dull carpets and soulless open spaces. This visual representation not only misrepresents the diversity of modern workplaces but also perpetuates outdated norms.

The Solution:
In an effort to address this issue, Morning and BETC Paris embarked on a mission to reimagine corporate office imagery. They began by identifying the most frequently searched office life images on popular stock image websites. The findings were unsurprising: an overabundance of stereotypical representations.

Morning’s Approach:
Morning’s response to this issue was both bold and innovative. They chose to reshoot these stock images, but with a significant twist. Instead of using conventional models and mundane office locations, they opted to capture the essence of modern workplaces by using their own employees as models. The result? A fresh and authentic perspective on office life that challenges stereotypes and showcases a more inclusive, informal, and enjoyable work environment.

Key Features of the “Alternative Stock Images” Campaign:

Inclusivity: Morning’s approach ensures that the representation of office life is more diverse, breaking away from the old white male-dominated visuals that have prevailed for too long.

Authenticity: By using real employees as models, Morning’s images depict genuine emotions, interactions, and workspaces, conveying a truer reflection of modern corporate life.

Diversity in Office Design: The campaign also aims to revamp the perception of office design, moving away from the clichéd and uninspiring settings often seen in stock images.

Fun and Approachability: The images exude a sense of fun and approachability, creating a more welcoming and relatable image of corporate workplaces.

Conclusion:
Morning’s “Alternative Stock Images” campaign, in collaboration with BETC Paris, is a game-changer in the world of stock imagery. By challenging stereotypes and offering a more inclusive and authentic representation of corporate offices, they are paving the way for a much-needed shift in how we view and portray workplaces. These images are not just a breath of fresh air; they are a step toward a more inclusive and representative future for corporate visuals.

Credits
Campaign: Alternative Stock Images
Brand: morning
Brand Managers: Agathe Fouache, Helene Fernandez, Timothee Orlhac
Ad Agency: BETC Paris
Agency Managers: Mathieu Laugier, Nathanaelle Enjalbert, Kenza Mehloub
President & Chief Creative Officer: Stephane Xiberras
Executive Creative Director: Olivier Aumard
Copywriter: Sebastien Duhaud
Art Director: Charles Dessaux
Assistant Art Director: Patrick Tkaczyk
Strategic Planner: Claire Bayet
Creative Resource Manager: Nathalie Sanseigne
Art Buyer: Thelma Fremont
Production Company: ALLSO
Photographer: Frankie&Nikkie

This campaign is about:
Office stock images, Corporate visuals, Diversity in office, Inclusive workplace, Authentic office photos, BETC Paris collaboration, Morning’s campaign, Modern office spaces, Reimaging work environments, Breaking stereotypes, Employee models, Innovative photography, Workplace diversity, Authentic office life, Revamping stock images

“What can you create with 100% Shutterstock?”

The new campaign inspires creatives to imagine what they can create with Shutterstock’s assets across Editorial, 3D, Music, Studios and more

The demand for creative solutions and content has risen dramatically since the start of the pandemic, which has driven a need for more cost-efficient and flexible services to cater to remote working conditions and budget restrictions. Despite widespread access to tools and assets for creatives, there is a lack of a cohesive workflow, and therefore, creators are required to constantly jump between resources. 100% Shutterstock enables creators to overcome this challenge by starting and ending their entire process on one platform while keeping full flexibility on the creative concept. The campaign aims to expand people’s breadth and perception of Shutterstock’s entire offering, showcasing the company’s shift in positioning from its inception as a stock image house to an intelligent, creative platform.

“There is no better way to tell your clients what you can do than by showing them. Our new commercial demonstrates the limitless creative possibilities you can achieve with 100% Shutterstock,” said Rion Swartz, VP of Brand Marketing at Shutterstock. “Shutterstock is redefining what creativity means and how content creation happens. 100% Shutterstock is an important moment for the brand as we prove ourselves to be a cutting-edge creative partner for individuals and businesses of all sizes. We aim to expand the perception of what creators can do with our amazing catalog of assets and highlight our services that can turn your ideas into achievements. Our commercial is about celebrating all the resources available on one platform — from Editorial and custom content through our Studios offering, to video, music, and 3D rendering, that are, of course, 100% Shutterstock.”

Aimed at all creators, from individuals to global enterprises, the campaign inspires people to think big. The TVC was co-produced by Shutterstock Studios, an end-to-end custom creative service launched in November 2020 that provides:

• Global production services.
• Data-driven content strategy.
• Brand storytelling and amplification for today’s most influential brands and agencies.

“Following a fantastic year for Shutterstock Studios, having produced TVCs, branded entertainment, social and digital content for some of the world’s biggest brands, media companies, and agencies, it was an incredibly creative and inspiring experience to produce our own Shutterstock campaign,” said Aiden Darné, Head of Global Production at Shutterstock Studios. “To be given the keys to our expansive library of assets and produce a TV spot made entirely from Shutterstock content was one of those rare opportunities to combine a great creative brief with innovative technology that made perfect sense. XR is a game-changer for filmmakers, and I think that so far, it hasn’t been used that much for commercial content. Creating our Shutterstock world wouldn’t have been possible without that type of technology. Or at least, it wouldn’t have been nearly as effective.”

“We leveraged visuals from every area of the Shutterstock business for this campaign, and it was a compelling reminder of just how versatile and far-reaching our offering is for our customers globally.”

Credits
Brand: Shutterstock
Campaign: 100% Shutterstock
Media Agency: Horizon
Director: Juriaan Booij
Executive Producer: Mark Infante
RSA Producer: Lisa Joseph
Creative Director: Anastasia Marshall
Production Company: Shutterstock Studios and RSA Films
DOP: Andreas Neo
Production Designer: Russell De Rozario
Post: Final Pixel
Sound: Eclectic

Dove is partnering with women & non-binary individuals everywhere to create Project #ShowUs, a collection of 10,000+ images that offer a more inclusive vision of beauty for all media & advertisers to use.

In partnership with the largest international stock photo distributor, Getty Images, and Girlgaze – a collective of female-identifying and non-binary photographers – Dove is building the world’s largest stock photo library of its kind. The move builds on its commitment to share a more inclusive vision of beauty.

A year in the making, the collection – currently 5,000 images strong and continually growing – is created exclusively by women, female-identifying and non-binary individuals and is available now for the media and advertising industries to view, license and use.

“What’s so important about this particular campaign is that we’ve been able to highlight and photograph women and girls all over the world who don’t generally get seen,” says Amanda de Cadenet, founder and CEO, Girlgaze.

“As image professionals, we have the responsibility to reflect society authentically and to help trigger social change,” adds Dr Rebecca Swift, Director of Creative Insights at Getty Images.

70% of women taking part in a recent global Dove study told us they still don’t feel represented in the images they see every day. Images in ads and the media still impose unrealistic standards and limiting stereotypes which present a narrow view of who women are, what they should look like and what they can achieve. It affects their lives, health, relationships and the opportunities they are given. We wanted to drive deep systemic change.

What makes Project #ShowUs unique?

For the first time on Getty Images, every one of the 179 people photographed for the collection has personally defined their search descriptions and tags for their pictures. This allows them to express their beauty in their way, on their terms, ensuring they feel realistically represented. This project is 100% powered by women, depicted as they are in real life, with absolutely no digital distortion.

Be part of the change. Visit www.gettyimages.com/ShowUs to look through the library and encourage any agencies you work with to use imagery from the collection.

This campaign is about:
Project #ShowUs, Getty Images, Girlgaze, advertising, social change, stereotype, Digital Campaign, Stock Images, Photoshoot, Photograph, Cannes Lions 2019