Responses by Diego Tuya, executive creative director, Mercardo McCann.
Background: New York–based stock photography company Shutterstock wanted to appeal to creative agencies and, at the same time, differentiate itself from other image banks.
Reasoning: As a creative agency ourselves, we knew that the idea of a large, ever growing image bank is something invaluable that can help agencies in the search of inspiration for new ideas and resources. With how many images are being uploaded to the site per hour, there is no image you can’t find on Shutterstock. This is why we thought that it was only natural to take this concept to the realm of “speed,” one of the most valuable assets for creative agencies.
Challenges: Finding a unique and relevant point of view. Because so many creative agencies tend to do print ads for image banks, there is lots of creative and engaging work that is submitted to different advertising awards. We needed to come up with an innovative and visually impactful way to convey the message.
Favorite details: Making the ads visually striking, as it plays a part in the message we wanted to send: in order to select a good single image, there has to be a large pool of images to select from.
Specific demands: As we ourselves were the target audience for this campaign, the client trusted our opinion and was a delight to work with. Once we delivered the pieces, Shutterstock gave us very good insight on how to finalize the ads in the best way possible.
Anything new: While searching the image bank to create the print ads, we were surprised to see that there are many more images that are not what we typically call “stock” now. Especially on its curated section called “Offset.”