Getty Images | From Love to Bingo | 2016
Of Course You Can Make a Movie Out of Photos / Getty Images "From Love to Bingo"
What do you even show in an ad for stock photos? The answer: shoot a movie using nothing but photos. By stringing together 873 still images, they packed love, family, bingo—basically all of life—into one minute.
The problem
Getty Images is a company with more than 477 million images and other assets in its library. But just saying "we have a huge collection" isn't enough to make anyone look twice.
The insight
Stringing photos together into a video isn't a new technique in itself. But because it's Getty doing it, it becomes proof of their archive's power: with a collection this big, anyone can tell whatever story they want.
The idea
A copywriter and an art director spent six months selecting 873 photos out of more than 5,000. At a speed of 15 images per second, the still photos flow like a moving video. Every photo shows completely different people and places, yet each one is arranged to fit perfectly with the one next to it. That matching was the hardest part.
What happened
The campaign won a Silver at the Clio Awards in the editing category, and a Pencil at D&AD 2013. The video was also built so that viewers could click on any photo in it and buy it.
Afterthought
Six months, 5,000 photos, matching each one with the next. That quiet, painstaking work is what gives this one piece its depth. Even a common technique takes on real meaning when it's Getty—a company whose product is the images themselves—doing it. Bring on all of life, we can handle it!
