Project #ShowUs
Photography, Partnerships, Global Campaign, Multi-Channel, Content Strategy
A partnership between Dove, Getty Images, and Girlgaze to create the world’s largest image library by female-identifying and non-binary photographers. This milestone collection of over 10,000 authentic, un-retouched images from 39 countries redefined beauty standards, giving women and non-binary individuals the power to represent themselves on their own terms. Each image was tagged in the words of those photographed, ensuring their stories remained central.
Through a bold, multi-channel campaign, Project #ShowUs challenged beauty stereotypes across platforms where they persist—billboards, fitness magazines, digital galleries, and more. Backed by global brands such as Apple, Airbnb, and Adidas, the collection has been a resounding success, with 80% of images downloaded across 60+ countries. It’s earned 40 international awards and inspired countless brands and media outlets to adopt a broader, more inclusive portrayal of beauty.
This work shows the impact creativity and collaboration can have on reshaping narratives and sparking long-overdue change. It’s proof that diverse stories are powerful stories.
2500+
companies & publications licensed the images including Apple, AirBnb, and Adidas
80%
of Project #ShowUs collection downloaded in over 60 countries
73%
of women said Project #ShowUs inspired them to feel more positive about their appearance
Creative in Focus -Branded Magazine
Design, Branded Marketing, Creative Direction
Printed content might seem unexpected in a digitally-dominated world, but that was exactly the point. With Creative in Focus, we brought bold creativity and strategic thinking together to redefine the role of branded print.
This bi-annual magazine wasn’t just about showcasing a product - it was about creating an experience. Every issue combined breathtaking imagery, captivating infographics, and dynamic layouts to deliver a strong visual narrative. By editorialising consumer research insights, we transformed data into stories that compelled, inspired, and engaged readers.
But the impact didn’t stop there. Copies of Creative in Focus reached audiences through personalised direct mail, while hosted events - like an immersive launch featuring visuals projected throughout the space - turned static pages into in-person conversation. Further extending its reach, a specially designed content hub guided readers to curated, shoppable content, seamlessly blending the tactile with the digital.
At its core, this project was more than just a publication - it was proof that when creativity and strategy collide, the results resonate far beyond the printed page.
Immersive launch event
1,000+
key customers across 10 markets received direct mail copies, boosting global reach and visibility
20%
increase in lead conversion among targeted customers
30%
increase in curated content purchases within three months via the campaign branding
GLAAD LGBTQ+ Partnership
Partnerships, Content Strategy, Multi-Channel Approach, Global Campaign, Data-Driven Insights
Research shows that better LGBTQ+ representation reduces discrimination, yet only 1% of visuals include LGBTQ+ people. In response to this, we partnered with GLAAD to launch a campaign expanding LGBTQ+ imagery, grounded in research on content gaps, stereotypes, and customer needs.
The result? Over 20,000 striking images, videos, and illustrations paired with a custom toolkit offering region-specific advice. We also established an LGBTQ+ task force to inspire and educate creators through workshops, events and funding initiatives.
The campaign was promoted across email, social media, and the Getty Images homepage, alongside a dedicated site offering actionable insights and guidelines. Co-hosted webinars with GLAAD helped customers tell LGBTQ+ stories confidently.
The campaign rolled out across email, social media, and the Getty Images homepage, supported by a microsite with actionable guidelines. Webinars co-hosted with GLAAD gave clients the confidence to tell LGBTQ+ stories. We also launched the Chosen Family grant to elevate these voices further.
Through collaboration and creativity, we championed representation that matters.
BUTCH - short film by Jordan Rossi, commissioned in partnership with GLAAD
20,000+
new LGBTQ+ images created through community outreach and creative incentives
25%
increase in customer engagement with LGBTQ+ content following campaign launch
1,000+
new customer leads generated through campaign promotions
Creator Community Programme
Multi-Channel Content Strategy, Digital Platforms, Events, Storytelling
Getty Images is only as strong as its creator community. To support and elevate these creators, we developed a dynamic multi-channel content strategy that strengthened bonds and celebrated creativity.
From data-powered webinars infused with motivational storytelling to in-person events like Latino-focused gatherings in the U.S. and female-focused photography workshops, every initiative fostered connection, growth, and up-skilling opportunities. We brought creator stories to life with behind-the-scenes videos, podcasts, and trend-focused articles with actionable insights.
Our investment didn’t stop there. Grants and competitions showcased exceptional talent, providing creators with opportunities to dream bigger, create more, and push boundaries.
This approach transformed our creator network into a vibrant, inclusive community, turning passion into impact and evolving Getty Images into a creator-powered movement.
Women’s Football
Production, Video, Data-Driven Insights, Content Strategy
To capture the exhilarating rise of women’s soccer and connect deeply with Spanish-speaking audiences, we partnered with Lighthouse Films to create a cinematic campaign spotlighting an all-Latina soccer team. Over five meticulously planned months, we orchestrated a production that was as authentic as it was visually powerful. Shot under the dramatic glow of night in Santiago, Chile, we utilised six dynamic camera angles -broadcast, aerial, and ground perspectives - crafting versatile visuals that told a story from every direction.
With a team of 53 crew members, 55 principal cast, and 160 extras, every detail was thoughtfully executed, from custom-designed uniforms to immersive stadium signage. To bring the stands to life, we collaborated with a VFX specialist who seamlessly layered crowd shots, evoking the energy of real sports broadcasts.
The result? A stunning showcase of women’s soccer, fused with creativity and precision. This project celebrates the sport’s rapid growth, empowering a diverse, passionate fanbase with compelling imagery that resonates far beyond the screen.
50%
above average ROI through high-impact licensing and sales
Data-Driven
production informed by search trends, sales data, and customer feedback
200+ cast and crew
to achieve cinematic production quality
Refinery29 - We Are Many
Partnerships, Content Strategy, Photography, Video, Data-Driven Insights
We partnered with Refinery29 to bring a bold, unfiltered vision to life. The We Are Many Collection captures the female experience in its full, unapologetic spectrum—real, diverse, and completely authentic.
Our approach was simple but powerful. We set out to redefine narratives, focusing on the beauty of individuality and the stories that often go untold. From inclusive fashion and unique beauty to honest explorations of intimacy and women’s health, this collection celebrates women exactly as they are, without compromise or dilution.
Every image reflects a commitment to raw authenticity—no airbrushing, no holding back. Together, we crafted a collection that challenges norms and reclaims the narrative, ensuring women’s voices aren’t just heard but celebrated.
This project didn’t just create impact; it showcased the power of storytelling to connect, inspire, and push boundaries. When creativity meets purpose, the results speak for themselves.
4,000+
new images and videos capturing diverse, unfiltered female experiences across key themes
147%
increase in 'real bodies' searches, signaling growing demand for body-positive visuals
500+
companies & publications licensed the images including Vogue, Glossier, and The Cut
Travel Reimagined
Content Strategy, Data-Drive Insights, Photography, Video, Production
The shifting landscape of travel post-COVID inspired us to rethink visual storytelling for a new era of exploration. Guided by in-depth global search trends and performance data, we developed a comprehensive content strategy report that unified creatives, strategists, and partners around a shared vision.
From this, three key themes emerged - Affordable, Experiential, and Luxury Travel - reflecting the modern traveller’s demand for more authentic, immersive, and personalised experiences. These insights drove the creation of over 12,000 images and 4,000 videos, capturing everything from budget-friendly adventures to bespoke high-end escapes.
The visuals not only resonated emotionally with today’s travellers - inclusive, diverse, and reflective of cultural and economic realities - but also addressed critical content gaps. To ensure maximum impact, we delivered these assets to clients through curated sets, articles, and targeted emails.
This project demonstrates how creativity and data-driven insights can shape the future of content and reflect the new realities of travel.
15,000+
new images and videos created to meet the evolving needs of modern travel
35%
increase in downloads of curated content linked to key Travel themes
500+
brands licensed the images including Conde Nast Traveller, Expedia and Amex
Getty Images - Brand Commercials
Brand Video, Brand Strategy
As part of a strategic brand awareness campaign, we developed a series of impactful commercials that showcase the diversity and depth of stories available through Getty Images. These commercials were broadcast on selected US TV platforms and streaming services, delivering high-visibility exposure aimed at both general audiences and investors as Getty prepared to go public. By celebrating the storytelling power within Getty's collections, the campaign emphasized the unique, memorable moments that define the Getty Images brand.