This brief is focused on portraying an ethnically diverse Australia through a ‘lifestyle’ lens. It is about everyday moments - going to work, weekends, leisure time, family and friends - captured on camera.
Let's change the gender stereotypes that exist in visual advertising. Represent in your images the real women you know - strong and active, in all their diversity of body shapes, professions and ages. We also want to see men as caretakers and part of community.
There is a growing need for quirky and conceptual imagery of seemingly routine moments. How can everyday scenes be shot in a way that uses current photographic technology, colour, lighting and space to accentuate the story within the image?
This brief addresses the need for imagery that authentically depicts our aging population in Australia. Active, fit and social - baby boomers and older generations enjoying their life are underrepresented in stock imagery, and we would like to change that.