Shutterstock
A.I. is amazing, don’t get me wrong. But it will never be a replacement for human creativity.
And yet, creatives are increasingly using generative AI to source images. We needed to convince them that Shutterstock is better for authenticity, representation, and humanity in their work.
We chose to position Shutterstock’s watermark as assurance that real, human creators were receiving their dues.
OOH
Finding the picture you’ve spent hours searching for walled behind a watermark can be a frustrating feeling, but that watermark is a sign that the picture it sits on is is genuine and real. In a growing sea of AI slop, the watermark serves a new purpose to the creative: a signal of support for real, human creators. We’re inviting creators to stop seeing the watermark as a creative roadblock and start seeing it as a sign of solidarity. Every time they pay to remove a watermark, they’re supporting another creative.
Search takeover
For one week, Shutterstock will overlay all thumbnails, displaying their stock photos, with a bold “Keep Creativity Human” watermark.
As Shutterstock dominates image search results, the message will be clear and unavoidable.
Filter for socials
This isn’t just any filter. It transforms your original content into a stock-photo, complete with a Shutterstock watermark customized with your social handle.
Why?
Because your creativity deserves credit. The filter slaps a user-specific watermark on your photos or videos, telling the world that this is theirwork
It’s not only a stylistic flex but a shield against theft and a nod to Shutterstock’s legacy of championing human creativity. By tying their content to the Shutterstock watermark, we’re inviting young creatives to join our mission.
Save Human Creativity
The Mona Lisa wasn’t algorithmically generated; David wasn’t 3D-printed. They’re the result of sweat, vision, and raw creative grit. Exactly what Shutterstock champions with its vast library of human-made visuals.
Now imagine the world’s most iconic artworks suddenly lit up with the Shutterstock logo and three simple words.
This isn’t vandalism; it’s a wake-up call. We want creatives to pause and think: What’s the cost of outsourcing your imagination?
CW: Jake Selvig and Me
AD: Trevor Mello