The Download: Episode 2
What is the most important thing for a brand to consider when tapping into sport?
Answered by Ross Watson: I think the most important thing a brand can do when tapping into sport, especially if they’re doing it for the first time, is authenticity and credibility. I think if you are talking to an audience in sport, if you are aligning yourself with a sport or a team or a player, you need to ensure that you are using the right imagery, the right video, and the right language. Sports fans know their sport better than anyone, so you really need to make sure you’re being authentic.
How do you ensure that you are not simply ticking a checklist when it comes to an inclusive sport visual strategy?
Answered by Jacqueline Bourke: This is where Getty Images Visual GPS research, really comes to the forefront again because it reveals that consumers really want you to focus less on people’s appearance in the visuals that you pick and more to focus on visuals that really show true lifestyles and cultures. Ask yourself the following questions: Am I representing a lot of intersecting and identity factors around the people within the visuals I select? Do the people feel real? Do you represent people that you know in your everyday life in the world? Do the visuals feel quite genuine? Check out Creative Insights and our collections to find the most relevant and authentic visual stories for you.
How can I make sure that I'm searching for model released content and therefore cleared for all uses?
Answered by Alwyn Gosford: There’s two things you can do. The first is to check that you’re searching on the creative part of the site and not the editorial part of the site. And then the other thing you can do is to switch on the filter panel on the left-hand side. There’ll be a section on ‘model release status’ and ensure that filter is checked, this will ensure that any sport that you search will give you material that’s cleared for all usage and immediate use.
If I have trouble finding the images I'm looking for, is there anyone I can reach out to?
If you are having trouble finding your imagery, if the keywords aren’t working or you’re not really sure if the theme that you’re looking for is coming up in your searches, please do reach out to your salesperson or Getty Images support and they will be happy to set you up with the research team.
Check out the behind the scenes of the SimonKR Soccer/Football shoot here.
And see boards filled with the royalty-free sport images that Alwyn shared here, here, and here.
Read our latest Guidelines for Women and Girls in Sports and Inclusive Visual Storytelling.
Explore our collections that promote diversity and inclusion in sport:
Disrupt Aging (Read more insights here and here)
The Disability Collection (Read more insights here and here about the power of inclusive sport)
See the best images from the 2020 Olympic and Paralympic Games and a behind the scenes look at how we captured them.
Host and Special Guest
As Senior Art Director at Getty Images, Rachel Brinton Matthews manages a roster of exclusive filmmakers, photographers, and partners expertly guiding them in developing the aesthetic—and depth—of the company’s video content. She also manages the Getty Images’ Boutique Partnerships initiative, working with global creative collectives from underrepresented communities.
Before Getty Images, Rachel worked as Footage Manager at Bridgeman Images, setting up their film archive and growing their collection. Rachel began her career as a production assistant and freelance video researcher after earning a First-Class Bachelor of Arts degree in Film Studies from Kingston University and a Masters in Film Aesthetics from Oxford University.
Ross is a Business Director at M&C Saatchi Sport & Entertainment leading on the agencies Coca-Cola, Heineken, adidas and Kia Motors accounts.
Ross has a wide knowledge of the sport industry with 10+ years’ experience working for global brands in sport and activating some of the biggest events including UEFA EURO 2020, UEFA Champions League, Premier League, 2018 FIFA World Cup, 2018 Winter Olympic Games, 2015 Rugby World Cup and London 2012 Olympic Games.