Over the last two years, Rebecca Swift, Director of Creative Planning at Getty Images, has been working on a new way to produce images.
Swift explains that the idea is to start at the other end, and turn the creative process on its head. Instead of waiting for the photographers to present their work, Getty Images has built up a system for monitoring trends. It then commissions images that capture a particular trend and that fit the creator's references and expectations.
With creative teams in many countries around the world, Getty has about 100 people whose task it is to spot new trends. These trend spotters keep their eyes and ears wide open in order to pick up new trends in cinema, fashion and architecture. They read newspapers, magazines and books, watch the latest TV shows, read and listen to chat room input and scour the web.
Swift will be talking about how our lifestyles, demographics and social trends shape visual trends in advertising, and how taking a proactive approach ensures hitting the mark every time.
Swift has worked within Getty Images since 1993, and has been involved with the Creative Research Department since its evolution five years ago. She is now responsible for running trend research projects and publishing creative briefs.
She also gives lectures, and runs research projects, at Central St Martins and London College of Printing in the UK.
