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CREATING
INSPIRING
IMAGERY
AT SCALE
Grant Munro
CEO,
Edlynne Laryea
Consultant, J&J
@mercedesbenz
@gmunro123
@edlynne
@gmunro123
@zakshelhamer
INSPIRATION
… where 300M+
users come to be
inspired
@willitbeard
@willitbeard
@willitbeard
@rafaelmantesso
@rafaelmantesso
@rafaelmantesso
@muradosmann
@muradosmann
@muradosmann
WHAT INSPIRES?
UNIQUE
P.O.V.
1
VISUAL
IDENTITY
2
BEAUTIFUL
IMAGES
3
@generalelectric
@generalelectric
@generalelectric
@capitalone
@capitalone
@capitalone
@mercedesbenz
@mercedesbenz
@mercedesbenz
WHAT INSPIRES?
UNIQUE
P.O.V.
1
VISUAL
IDENTITY
2
BEAUTIFUL
IMAGES
3
VISUAL
IDENTITY
2
BEAUTIFUL
IMAGES
31
+ Brand
Strategy
UNIQUE
P.O.V.
@thingsorganizedneatly
@chobani
@tacobell
UNIQUE
P.O.V.
1
BEAUTIFUL
IMAGES
3
VISUAL
IDENTITY
2
+ Look &
Feel
+ Mood
Board
+ Guidelines
@virginmobile
Look & Feel & Mood Board
Step 1: Calibrate your Brand against Mood and Tone
@virginmobile
Look & Feel & Mood Board
Step 2: Create your Mood Board
@virginmobile
Look & Feel & Mood Board
Step 3: Calibrate your Mood Board and Mood and Tone
@virginmobile
@virginmobile
@virginmobile
Look & Feel & Mood Board
Step 4: Validate your Mood Board
@virginmobile
 Aspect Ratio
 Lighting Angles & Distance
 Frame & Composition
 Color Temperature / White Balance
 Exposure
Photography Guidelines
Visual Identity
Mood &
Tone
+
Mood
Board
UNIQUE
P.O.V.
1
VISUAL
IDENTITY
2
BEAUTIFUL
IMAGES
+
Capabilities
+ Curation
3
1. EVOLUTION CAPABILITIES
DemandforContent
Time
Stock
Micro-
stock
Existing
Assets
Photographer
Co-Creation
I need more content,
at a lower price
I need more branded
content for a new
channel
I need
content
I need channel specific
content
I need channel
specific content
at scale
@kraft
2. CURATION
THE WOULD YOU HANG IT ON
YOUR WALL TEST?
Good
@kraft
Not so good
 Align to Visual Identity
 Use of natural light
 Styling and camera composition
 Re-touching
 Images you would hang on your wall
@kraft
LOOK FOR:
Brand Strategy
INSPIRING IMAGES @ SCALE
Mood Board &
Photography Guidelines
Unique POV
Beautiful Images
Visual Identity
Capabilities & Curation
CREATING
INSPIRING
IMAGERY
GRANT MUNRO @gmunro123
EDLYNNE LARYEA @edlynne

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Creating Inspiring Imagery - FlashStock, Grant Munro and Johnson & Johnson, Edlynne Laryea

Editor's Notes

  1. Welcome Intro Framework and examples
  2. IG about Inspiration Brands need to be additive Start with who’s doing it best
  3. Willitbeard People who love beards Unique POV
  4. Grant:
  5. Rafael Mantesso Sketches Visual Identity
  6. Grant:
  7. Grant:
  8. Murad Osman Follow Me Beautful Images
  9. Grant:
  10. Grant:
  11. What they have in common Unique POV Visual Identity Beautiful images
  12. Edlynne:
  13. Edlynne:
  14. Edlynne:
  15. Edlynne: Capital One launched a campaign on instagram based around memontos that people kept in their wallet playing off their tagline – what’s in your wallet. Scott keeps an old love letter in his wallet from a past relationship. Reading it always inspires him to be his best self. What’s in your wallet? @pauloctavious for #walletstories
  16. Edlynne: Derek keeps this pick in his wallet because he’s always had a passion for music. Now he does what he loves for a living. What’s in your wallet? @zachdriftwood for #walletstories
  17. Edlynne: "I carry this photo in my wallet to remember where my adventure started as a photographer." What’s in your wallet? @zachdriftwood for #walletstories. #photography #roadtrip #tbt
  18. Edlynne: Mercedes used instagram to showcase a new series of car models geared toward to their younger prospective audience. They showcased their product in lifestyle environments – showing people and scenarios taking advantage of winter. Their content was locally relevant, matched the season
  19. Edlynne:
  20. Edlynne:
  21. Edlynne: Looking across these three examples, we see the same things that we saw with the personal accounts. Successful brands have a unique point of view, visual identity and share beatfiul images. Now we’ll share a framework that can be used to help you/your clients inspiring images.
  22. Edlynne: The unique POV really boils down to your brand strategy. …… [Edlynne you can speak to this however you feel is appropriate. Basically it’s brand strategy and the creative process. Linking back to your brand insight to develop interesting content themes) Next are some examples to show some that unique POV
  23. Edlynne: Talk about this case study: http://blog.business.instagram.com/post/98901450706/mercedes-benz-usa-turns-to-facebook-and-instagram
  24. Edlynne: Talk about this case study: http://instagram-static.s3.amazonaws.com/Chobani_CaseStudy_FINAL.pdf
  25. Edlynne Talk about this case study: http://instagram-static.s3.amazonaws.com/TacoBell_CaseStudy_FINAL.pdf
  26. Visual Identity Consistent identity unique to the brand 3 steps
  27. Virgin Mobile Wireless Company
  28. Step 1 Align on common set of attributes Historically brands have given us .. Ease of understanding Consistent nomenclature to internal/external Talk through example
  29. Step 2 20-30 representative images Mood board
  30. Step 3 Objective is align Address discrepancy
  31. Update the moodboard
  32. Create a mood-board that aligns to ideal look and feel as described in step 1.
  33. Validate findings People unfamiliar with brand
  34. From moodboard create photography guidelines Key part with brand strategy Great tool for curation
  35. Final Piece Table stakes Why instagram offers production Capabilities and curation
  36. Capabilities have evolved Stock Microstock Existing assets Photographer Co Creation
  37. Final Piece – Curating beautiful images Example – Kraft Need high standards Tell the story you want to tell Wall test
  38. Same brief Very different outcome Good – I would hang this on my wall
  39. Not good – I would not
  40. Inspiring images hard Best have 3 common traits Framework we have used to do this at scale