case study
GETTY IMAGES
CONCEPT DEVELOPMENT & HEAD WRITER FOR TREND MICROSITE
RISE BY GETTY IMAGES
We posted a new piece of content every day based on a cultural insight or visual trend within 8 categories that we knew could be an immediate resource for time-pressed creative professionals. We shared these posts and hashtags on social media to drive traffic to the site.
NATURE’S SPECIAL EFFECTS
“Sometime nature is stranger than (science) fiction. From the gigantic natural mirror of the Uyuni Salt Flats to the spaceship beam effect of an Icelandic geyser to the otherworldly terrain of the South Dakota Badlands, CGI can’t hold a candle to these destinations.”
WILD, WILD WEST
“The Western flick has its spurs deep in the culture. From the ‘The Great Train Robbery’ in 1903 to a spate of new and forthcoming movies and TV shows, nostalgia for a pioneering past is still a gold mine.”
CONTENT TYPE | PLANNING AND WRITING
With 2.5 million searches a month and an annual average of 14 million unique visitors across a vast spectrum of creative properties in images, video, and music, Getty Images has the content needed for communicators around the globe to tell their stories with clarity, vision and power. With the amount of imagery now available at all times online, however, they needed to stay competitive.
Getty Images put together a team, myself included, to reaffirm their relevance for a trend savvy and trend thirsty creative class. We set out to leverage their deep resources to create something highly credible and immediately useful to their consumer base of creative and media professionals.
We introduced “Rise”, a platform that offered daily trend content to creative and communications professionals using Getty Images vast library of images, video and music.
By filtering Getty Images assets through the lens of trends in an easily digestible daily format, we were better able to serve creatives and writers in finding the best images for their ad campaigns and articles increasing social media engagement, credibility, and most importantly sales. Rise later folded into Getty Images main site as “Creative Insights.”
As the content director on the launch team working in a team of web developers and creatives. I developed the creative brief, the trend categories, and the style guide, also establishing an editorial process for contributors using the Expression Engine Content Management System (CMS). I was chief writer for the first year.