For its Academy Awards activation, photo agency Getty Images used its official stock pictures from each of the ‘Best Picture’ nominees to create 15-second film social shorts.
For those who find the average 90-minute movie too long, Getty distils each of the films nominated for Best Picture into quick fire 15-second summary bites.
The campaign, developed with Mirum and J. Walter Thompson, aims to capture the feel and flavour of each film without using any actual moving footage.
Instead, Getty reflects its own industry and expertise by creating the clips out of its own visual stock photographic archive and sharing them on social media ahead of the ceremony.
The results are fun, funky and slightly cinematically stylish too.
The Revenant,
Prepare for the #Oscars with a wild film inspired by Best Picture nominee 'The Revenant' #BestPictureshttps://t.co/EsPuWVBsHf
— Getty Images (@GettyImages) February 27, 2016
The Martian,
Get a taste of life on Mars with this 15 second journey to Best Picture nominee, #TheMartian. #Oscars #BestPictureshttps://t.co/iUcnHVRjHg
— Getty Images (@GettyImages) February 28, 2016
Room:
An enormous, emotional story fit into a 15 second short #Room #Oscars #BestPictureshttps://t.co/m4GPWMCGxv
— Getty Images (@GettyImages) February 28, 2016
and the winner Spotlight.
A quick take on a powerful film, #Oscars Best Picture nominee 'Spotlight' #BestPictureshttps://t.co/oOQABytV8r
— Getty Images (@GettyImages) February 28, 2016
Post event Getty also created a ‘Story of the Oscars – In Case You Missed It’ clip using the same technique.
What you need to see today from the #Oscars — @LeoDiCaprio wins, @ChrisRock hosts, #StarWars droids & more pic.twitter.com/73nzUviw4O
— Getty Images (@GettyImages) February 29, 2016
The campaign was pushed across Getty’s own digital and social channels – particularly Twitter and Instagram.
Comment
This campaign is a fresh take on the ‘native’ marketing trend and the results are surprisingly cinematic.
They are in no way like a digital version of the cartoon flip books that the Activative team used to create when they were kids.
Links
Getty Images Twitter:
https://twitter.com/gettyimage
Getty Images Facebook:
https://www.facebook.com/gettyimages
Getty Images Instagram:
https://www.instagram.com/gettyimages/
Getty Images YouTube:
https://www.youtube.com/user/gettyimages
Getty Imahes Google+:
https://plus.google.com/+gettyimages/videos
Getty Images Website:
Academy/Oscars Homepage:
Academy/Oscars Twitter:
https://twitter.com/TheAcademy
Academy/Oscars Instagram:
https://www.instagram.com/theacademy/
Academy/Oscars Tumblr:
Academy/Oscars Facebook:
