Getty Images wanted to reach the creative talents in advertising agencies to promote the variety and amount of images available on their site at special prices. Through research the client found that the consumers often failed to get a quote on images because they were not completely familiar with the collection or with the search tools.

Because we were dealing with an audience that deals with creativity on a daily basis, the proposal was an original approach that would spike the curiosity of people in advertising agencies. We sent a piece out to the agencies, containing something that is still fresh in people’s memory: the Viewmaster slide viewer. It was named Layout Maker by Getty Images and had a little ‘film’ with the day to day activities of an agency – the briefing and layout changes and the interference from Customer Services. Frame after frame the Creative searches for new images to compose the layout in record time.

The action reverberated through the large agencies, driving traffic in the the search tools and increasing image purchases.