Aotearoa’s newest stock and mock site Picky, launches today, providing brands and agencies with a dedicated marketplace to purchase local images.
Created and curated on the principle of ensuring images are representative of and authentically Aotearoa. Picky is a dedicated image hub based on local content only.
The growing library collection, from more than 24 contributing photographers, aims to reflect New Zealand’s richly diverse population, through showcasing culture, ethnicity, gender, environment and different age groups. It also ensures creatives, marketers and businesses have access to a wider range of locally-based photographers.
The site was founded by Kimberley Torrie and Lauren Burton, born of their own frustration trawling through overseas-owned stock images when working on New Zealand campaigns. They saw an opportunity to change the game and knew there had to be a better way to reflect Aotearoa, while simultaneously building a local photographer community.
Commenting on the launch,Torrie says: “Sitting in the February lockdown, with shoots being cancelled but still under pressure to deliver campaigns, it felt crazy that we were once again resorting to using international stock imagery. We’re inundated with incredible photographic talent in NZ, so why couldn’t we simply tap into these diverse photographers to ensure the work we put out there not only reflects and pushes our local market but is also uniquely kiwi and beautifully crafted.”
It was this motivation behind the development of Picky and this latest lockdown that saw Picky come to fruition. The first launch of the image bank has been created utilising archive imagery of photographers from all over the country. This will be continuously added to with bespoke ‘people’ and ‘community’ focused photoshoots planned over the next few months, within Covid restrictions. A dedicated “Mock” section on Picky also provides creatives with local mocked-up images to help sell in campaigns, ideas and designs to their clients.
BothTorrie and Burton spent the first decade of their careers working in various agencies throughout Aotearoa and the UK. Kimberley as a Senior Art Director, and Lauren, as Executive Producer and head of an agency content division.
The model has been tested with the creative community and has already gathered pre-launch support.
Commenting on the initiative, Leisa Wall, Executive Creative Director at FCB says: “Picky couldn’t have come at a better time. We’re in desperate need of local authentic content for our clients, and with budgets an ongoing challenge on some projects, this is a great solution. It’s also a fantastic way to hero Kiwi photographers. Add Picky to your favourite search bar.”
Jane King, Brand Lead at Vodafone New Zealand says: “Kiwis deserve to see an authentic representation of themselves and their lives in advertising. It’s been an ongoing challenge in our industry that cultural relevance has only been available to those brands that could afford it. Picky will make such a difference by allowing all brands to reflect and connect with New Zealanders in a meaningful way.”
To date, Picky has signed over 24 photographers (13 of which are female) and have hand-picked over 1,000 unique images. Both royalty-free and 12-month exclusive licenses can now be purchased. Custom requests and live briefs are welcomed, as are photographers.
Check out Picky for more information.
