Creating Inspiring Imagery - FlashStock, Grant Munro and Johnson & Johnson, Edlynne Laryea
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This document discusses how to create inspiring imagery at scale for brands. It recommends developing a unique point of view, visual identity, and beautiful images. It suggests creating a brand strategy, mood board, and photography guidelines to establish these. It also recommends evolving content capabilities like stock, co-creation, and assets. Finally, it stresses the importance of curating images that align with the visual identity and pass the "would you hang it on your wall" test. The goal is to inspire 300 million+ users with high quality branded content.
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Creating Inspiring Imagery - FlashStock, Grant Munro and Johnson & Johnson, Edlynne Laryea
- 1. CREATING INSPIRING IMAGERY AT SCALE Grant Munro CEO, Edlynne Laryea Consultant, J&J @mercedesbenz
- 3. @zakshelhamer INSPIRATION … where 300M+ users come to be inspired
- 4. @willitbeard
- 5. @willitbeard
- 6. @willitbeard
- 10. @muradosmann
- 11. @muradosmann
- 12. @muradosmann
- 14. @generalelectric
- 15. @generalelectric
- 16. @generalelectric
- 17. @capitalone
- 18. @capitalone
- 19. @capitalone
- 20. @mercedesbenz
- 21. @mercedesbenz
- 22. @mercedesbenz
- 26. @chobani
- 27. @tacobell
- 28. UNIQUE P.O.V. 1 BEAUTIFUL IMAGES 3 VISUAL IDENTITY 2 + Look & Feel + Mood Board + Guidelines
- 29. @virginmobile
- 30. Look & Feel & Mood Board Step 1: Calibrate your Brand against Mood and Tone @virginmobile
- 31. Look & Feel & Mood Board Step 2: Create your Mood Board @virginmobile
- 32. Look & Feel & Mood Board Step 3: Calibrate your Mood Board and Mood and Tone @virginmobile
- 33. @virginmobile
- 34. @virginmobile
- 35. Look & Feel & Mood Board Step 4: Validate your Mood Board @virginmobile
- 36. Aspect Ratio Lighting Angles & Distance Frame & Composition Color Temperature / White Balance Exposure Photography Guidelines Visual Identity Mood & Tone + Mood Board
- 38. 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
- 39. @kraft 2. CURATION THE WOULD YOU HANG IT ON YOUR WALL TEST?
- 40. Good @kraft
- 41. Not so good
- 42. Align to Visual Identity Use of natural light Styling and camera composition Re-touching Images you would hang on your wall @kraft LOOK FOR:
- 43. Brand Strategy INSPIRING IMAGES @ SCALE Mood Board & Photography Guidelines Unique POV Beautiful Images Visual Identity Capabilities & Curation
- 44. CREATING INSPIRING IMAGERY GRANT MUNRO @gmunro123 EDLYNNE LARYEA @edlynne
Editor's Notes
- Welcome Intro Framework and examples
- IG about Inspiration Brands need to be additive Start with who’s doing it best
- Willitbeard People who love beards Unique POV
- Grant:
- Rafael Mantesso Sketches Visual Identity
- Grant:
- Grant:
- Murad Osman Follow Me Beautful Images
- Grant:
- Grant:
- What they have in common Unique POV Visual Identity Beautiful images
- Edlynne:
- Edlynne:
- Edlynne:
- 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
- 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
- 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
- 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
- Edlynne:
- Edlynne:
- 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.
- 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
- Edlynne: Talk about this case study: http://blog.business.instagram.com/post/98901450706/mercedes-benz-usa-turns-to-facebook-and-instagram
- Edlynne: Talk about this case study: http://instagram-static.s3.amazonaws.com/Chobani_CaseStudy_FINAL.pdf
- Edlynne Talk about this case study: http://instagram-static.s3.amazonaws.com/TacoBell_CaseStudy_FINAL.pdf
- Visual Identity Consistent identity unique to the brand 3 steps
- Virgin Mobile Wireless Company
- Step 1 Align on common set of attributes Historically brands have given us .. Ease of understanding Consistent nomenclature to internal/external Talk through example
- Step 2 20-30 representative images Mood board
- Step 3 Objective is align Address discrepancy
- Update the moodboard
- Create a mood-board that aligns to ideal look and feel as described in step 1.
- Validate findings People unfamiliar with brand
- From moodboard create photography guidelines Key part with brand strategy Great tool for curation
- Final Piece Table stakes Why instagram offers production Capabilities and curation
- Capabilities have evolved Stock Microstock Existing assets Photographer Co Creation
- Final Piece – Curating beautiful images Example – Kraft Need high standards Tell the story you want to tell Wall test
- Same brief Very different outcome Good – I would hang this on my wall
- Not good – I would not
- Inspiring images hard Best have 3 common traits Framework we have used to do this at scale