It’s the moment.

While the Associated Press is a leader among media organizations, that editorial recognition hindered its efforts to gain a foothold in the stock photography market. AP Images wanted a brand to project their personality, set the story’s tone and show where they were coming from. Because relevancy in evolving markets requires reinvention and alignment, AP Images knew that they needed to change the conversation to keep from losing ground.

Scope:

• Creative

• UX

CHIEF leveraged the editorial integrity of AP Images to demonstrate its commercial viability. To effectively showcase the power of available images, we constructed a campaign—“It’s the Moment”—around iconic photos from the Olympics, Celebrity and Creative collections designed to scale across each of their respective marketing channels.

By tailoring the appearance of their social media channels, the campaign took advantage of the existing engagement that AP Images had with their followers. CHIEF also carried the evocative imagery across their website and email designs. The campaign was an excellent opportunity to “show rather than tell.” The intensity of the photos instantaneously established AP Images's vital role within the stock photography market.