"The site makes you reexamine the way you look at images. While all of the experiments are clever, the first two totally blew me away!" —juror Vas Sloutchevsky

"Demonstrates the power static images can have on the Internet and redefines the way we look at the 'boundaries' of a Web site." —juror Jeff Benjamin

Overview: To showcase ten key concepts of photography, Getty Images challenged five leading design firms to come up with new ways to experience imagery. In addition to viewing these interactive experiments, visitors to the site are invited to discuss the projects and share their own ideas.

• 5 featured design firms
• 10 interactive projects
• More than 300,000

Comments by Larry White:
"Getty Images collaborated with five leading designers (Sumona, The Barbarian Group, Tomato, Less Rain and Great Works) to create ten interactive experiences that explore what makes visual languages so powerful, and where they can take us.

"Attention spans are shortening and, as a result, messaging is becoming ever more visual. Who has time for words when a compelling image can convey an idea much more quickly, and with heightened resonance? While these ten creations are highly playful, they also serve as a catalyst for an important dialogue about the evolution of communication. At its core, '10 ways' responds to the growing need for marketing and entertainment industries to reach consumers on a personal, emotional level, especially through online and mobile platforms.

"We chose this elite group of designers because of their sophisticated, creative contributions in the interactive realm. Collectively, they've received multiple industry accolades, ranging from a bevy of One Show Gold Pencils to the coveted Yahoo! Big Idea Chair. Benjamin Palmer, co-founder and president of The Barbarian Group, summed-up their participation this way, 'When you're trying to reach a consumer on their iPod or cell phone rather than their television set, the rules of design are redefined; '10 ways' gave us the opportunity to identify specific qualities that make certain images particularly effective for use in new media.

"And, in the spirit of interactivity, visitors to the site are able to share their observations and insights by participating in an online discussion. This unique forum is designed to serve as a creative resource for innovators around the world."