Best Buy - Take Stock

Creating stock photography is expensive, with the creator taking on all the risk until their work finds a buyer. This favors established creators with more capital to burn, and puts creators from underserved communities at a disadvantage.

The high barrier to entry has resulted in libraries of content that over-index on whiteness and heteronormativity, and portray marginalized people as stereotypes. The lack of new voices has also led to a perception of stock as flat and fake.

With Take Stock, photographers are paid their full commercial fee by Best Buy, but retain the rights to re-sell their photos wherever they want. Not only can we help creators gain a foothold, the work also benefits from their insider perspective on their own communities and is more authentic. They avoid the risk and we all reap the reward.

Shortlisted for The One Show Fusion Pencil
Winner, American Advertising Federation Mosaic Award (region), Best in Show for Public Service and Gold in three additional categories

CW: Maggie Williams | AD: Brandon Pershern | CD: Dan Bensman | Case Study VO talent: yours truly