2024 commercial photography Playbook for Marketers
Picture this: you're strolling down a lively street in your hometown. Everywhere you look, from the vibrant billboards to the cozy shop fronts and the ubiquitous glow of smartphones, there's a story being told. These stories, a lively conversation between brands and their audience, are getting a fresh coat of visual paint as we dive into 2024. The art of advertising photography is shifting, seeking a deeper bond with our everyday lives and the genuine moments we treasure.
The Power of Authentic Moments
Dove’s “Campaign for Real Beauty” is one of those legendary campaigns that changed everything, not just for the Unilever brand but for the category and, indeed, the industry as a whole—helping to usher in an era when brands could be more honest about the artifice of messaging, and become more real and relevant to consumers.
Think back to the last ad that genuinely caught your eye. Was it the too-perfect, glossy images? Or was it something real, a moment that felt genuine and unscripted? Take Dove's Real Beauty campaign, for example. It wasn't just about selling beauty products; it was a celebration of diversity, a boost of confidence, and a challenge to the conventional standards of beauty. This push for authenticity is now the pulse of consumer and lifestyle brands, proving that beauty isn't in perfection but in the real, messy, and beautiful moments of life. Luxury brands, however, play a delicate game, balancing dreams with reality in a way that captivates yet feels relatable.
Embracing the Sun's Embrace in product photography
Modern food and product photography, where the bold, direct sunlight tells its own story. This trend, blooming across Instagram, brings products and dishes to life in a raw, earthy light, creating deep shadows and emphasizing textures in a way that's utterly real and irresistibly cool. It's a style that speaks volumes: "This is the real deal. This is the moment." Brands like Glossier and Sweetgreen are nailing this approach, their images a celebration of simplicity and the beauty found in imperfection. It's not just about the light; it's about capturing a feeling, a fleeting moment that speaks to our longing for authenticity and the unfiltered.
Green is the New Black
The narrative around sustainability is getting louder, with trailblazers like Patagonia setting the pace. Their commitment to the planet is evident in every image they share, a trend that's about more than looks. It's a call to arms, a declaration of values that strikes a chord in industries like fashion, beauty, and food. Authenticity is crucial; we scrutinize these brands through a lens as clear as daylight, demanding honesty and integrity beyond the visuals.
A Splash of Color and Beyond
The bold, unashamed use of color, like Spotify's "Duotone" campaign, mirrors our collective hunger for vibrancy and life. Yet, as we wander through various industry landscapes, from the buzzing world of tech to the more subdued realms of finance, the color story changes. The secret? Knowing how colors touch the heart and mind of your audience.
The Storytellers Among Us
User-generated content (UGC), the modern-day equivalent of word-of-mouth, highlights the strength of collective storytelling. Platforms like Airbnb have shown that the most touching stories often come from the community itself, blending authenticity with personal tales to create a more profound connection.
Learn more about User Generated Content - Check out ‘Harnessing the Power of Your Community’
Advertising photography in 2024 is a playground of opportunities for storytelling that touches the heart. It's not just about jumping on trends but about weaving a deeper narrative of authenticity, sustainability, and the unpolished beauty of daily life. As marketers, our mission is to craft images and stories that do more than sell—they should connect, inspire, and resonate.
In this age of authenticity, where the straightforward light of day guides us, let's not forget that the most meaningful connections are rooted in reality, in the tangible, and in the heart.