The Maker Space at Dx3 2015 brought 3D printers to the forefront.
For those of us who live at the intersection of marketing and technology, Dx3 highlights the pace at which capabilities are evolving year after year. For instance, the democratization of resources once owned by a select few organizations is forcing traditional industries to re-think how they do business.
“Now, brands have a completely new way to source imagery.”
The Changing Landscape of Photography
The increasing pace of evolution, innovation, and disruption affects many industries deeply. Photography is no exception. In the past decade, cameras have become cheaper, more accessible, and ubiquitous. Purists might complain, but accessibility means that many people, who otherwise might not have had the chance to express their talents and creativity through photography, now can. Combined with the shift to visual-based social media, has given rise to a larger, more active pool of high-quality content creators.
In the past, brands and their agencies have resorted to browsing through massive databases of images via stock photography and microstock libraries for their imagery needs. When brands needed to pump out more content, they turned to existing internal image assets and one-time custom photoshoots according to their needs. This led to inefficiencies with impersonal and generic photography, or prohibitive costs to scale their needs to the increasing demands of content.
Changing the Traditional Model
An attendee checks out the Art & Science booth at Dx3 2015.
Now, brands have a completely new way to source imagery. FlashStock’s model offers brands access to create customized imagery by connecting their creative briefs to a global network of photographers who shoot original content at scale. While the traditional model has buyers looking through libraries of stock photography, FlashStock creates imagery on-demand, according to the brands’ demands. This opens up new possibilities for the kinds of imagery that they can create and share. Localized content and multi-market content are just some of the new capabilities that they have become available with the FlashStock model. This co-creation solution combines the scalability of traditional stock and microstock photography with the customization and authenticity of photo shoots.
“FlashStock creates imagery on-demand, according to the brands’ demands.”
Instagram has been one of the biggest catalysts of change in the brand photography industry. Its flood of high quality photography and videography has changed the perception of consumers as to what is considered a quality image. Authentic and original content has become a necessity to maintaining a brand’s positive public perception. Due in part to this, we as consumers have also become exceptional at picking and screening out inauthentic and stock-style photography.
FlashStock has created a solution as a direct response to the evolving capabilities of photography and the changing needs of brands. It offers brands a new way to communicate their brand stories by creating imagery that is authentic and meaningful in the context of consumers interacting with the products and services that impact their lives.