Top Images from the 'This is Australia' Getty Images Collection

Over the last two years, we’ve partnered with Getty Images to create a special opportunity for Canon photographers to contribute to the 'This is Australia' collection, born from a shared philosophy that images have a profound impact on the way we view society, and a need for the Australian advertising and marketing industry to better represent national diversity.

After new consumer research from Getty Images revealed more than three-quarters of Australians (76%) believe brands need to do more to ensure images of Australian people in advertising are true to real life, further echoed by Getty Images’ own search data which revealed an increasing need for diverse imagery (searches for “Indigenous Australian” were up 224%, and “Multicultural” up 108%), we created this collection to help showcase the real and diverse nature of the country, and the unique people who inhabit it.

Contributed to by Australian photographers, and available for use by the Australian media and advertising industry, it’s a growing collection of more than 9,000 stock photography images incorporating more progressive imagery around age, ethnicity, gender and sexual orientation.

So, let’s take a look at what’s been captured over the last two years. Here are 10 of the most downloaded images, and why they stand out.

1.

Authentic, non-cliché Images of Indigenous Australian families are the most in-demand content when it comes to representing Australian society. This family portrait fills the frame but also incorporates natural copy space using shallow depth of field. We see real people, with real emotions. All these factors combined make this image the most popular one in the collection.

2.

The success of this image lies in its subject matter and technical execution. This is quintessential shot of modern Australia - a country known for its surfing and sunshine, here represented through the diverse lens. This image speaks to breaking stereotypes around not only women in sport but Muslim women in sport. This is a genuine moment that captures determination and drive, as well as a range of other concepts. Technically excellent, this image uses shallow depth of field and framing to create copy space and draw the viewer’s eye through the image along the horizon.

3.

This Indigenous Australian family portrait has genuine smiles and real people. Copy space through good composition and depiction of a typical suburban red brick house made this image a popular choice for representing concepts like home ownership, moving to a new house, family and pride.

4.

Aerial perspective is not often seen by the human eye, and these photos are usually quite popular. This image seems simple but is actually very considered. It is taken at the right time of day to incorporate that magic hour light, and it is composed well without angles, allowing for versatile cropping. It speaks to Australian suburbia, and works for many real estate, infrastructure, urban development, finance concepts – all areas with high demand for local imagery.

5.

This is a very well-composed image. The wide shot incorporates copy space, while the subject matter still fills the frame to focus the viewer. The image can be cropped vertically, square, letterbox making it very versatile. Travelling seniors is a high-demand topic, and this image has the ability to represent many concepts like travel, independence, freedom, retirement, financial stability, exploration and happiness. What makes this image work particularly well is the genuine connection we see in the couple - it's a very relatable Australian snapshot of real life.

6.

We see an Asian family enjoying a genuine moment. The people frame the main action within the shot whilst the use of shallow depth of field and composition allow for copy space. Emotions are real, not forced and the styling and location are considered, creating context and complimentary patterns and colours.

7.

Diverse and inclusive content that breaks stereotypes, such as like this image of a strong confident businesswoman of colour - is increasingly in demand. Her genuine smile and powerful yet relaxed stance are relatable and add good conceptual value to the image. Context is built organically with a good location, outside a café, and appropriate props help to further set a real scene. Intelligent framing allows this image to be cropped in many ways and makes it a popular choice for business stories.

8.

A genuine caught moment between two generations of men. The emotion is real and unforced, we are witnessing a real connection, physically and emotionally which draws us into the narrative of the image. Great composition through shallow depth of field and strong framing.

9.

This image stands out with a new perspective and an intriguing angle showing a real human connection. With indigenous Australian content being in high demand, this image combines a popular subject matter with excellent framing and shallow depth of field.

10.

This image not only breaks stereotypes around females and skateboarding but is also undeniably Australian in its subject matter: a red brick Sydney house, bright Australian light and a young active girl. This makes it a very versatile image that can tell many stories – from sports to confidence to growing – and this conceptual quality makes it a popular choice.

Applications to contribute to the This is Australia collection are still open until 31st January 2020. To learn more on how to enter, click here.