AI’s changing everything (according to my Dad and everyone on LinkedIn). Reactions are mixed, but for a company like Shutterstock, the upheaval presents an opportunity to shift the perspective on an otherwise annoying feature: the watermark.
A watermark that has always ensurea a real creator gets real compensation.
For one week, Shutterstock will overlay all thumbnails of their photos with the tagline “Keep Creativity Human”.
As shutterstock dominates image search results, the message will be unavoidable.
SEARCH TAKEOVER
Guerilla Art Museum Activation
The Mona Lisa wasn’t algorithmically generated; David wasn’t 3D-printed. They’re the result of sweat, vision, and raw creative grit: the same qualities Shutterstock champions with its vast library of human-made visuals. We’re using projectors to light up the world’s most iconic artworks with our watermark and a simple message. We want viewers to pause and think: What’s the cost of outsourcing imagination?
OOH
SOCIAL
A watermarked instagram filter for creators to use on their photos and videos. It’s more than a stylistic flex: it’s 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.
Short-form timelapse videos of Shutterstock-hosted painters at work. Showcasing the growth and process of art, as opposed to the instant results of prompting.
Human Creatives
Michael Smaniotto (CW): Michaelsmaniotto.org
Trevor Mello (AD): www.trevorjmello.com
Me (CW)