85th Annual Academy Awards - Red Carpet

Visual depictions of women: Discussion and debate at Getty Images event

August 1, 2013 | By Sarah Gorback | Creative, Trends

The Getty Images Creative Team spends a lot of time looking at images. And when they start picking up on popular trends in the types of imagery that designers are downloading or photographers are shooting, they can’t wait to share their findings with the larger creative community.

Recently, Getty Images Senior Creative Planning Manager Pam Grossman, Senior Content Editor Beth Wachtel, Content Editor Emilie McKittrick, and Senior Art Director Bill Bon presented Femme Flux: The Changing Story of Women in Imagery to local advertising executives and corporate art directors and designers.

From older women dying their hair funky colors, to Jennifer Lawrence’s outlandish and unpolished red carpet appearances, to the recent flourish of androgynous supermodels, our ideas of women and how they should appear is constantly evolving — and is a provocative topic of conversation. The Femme Flux presentation demonstrated how these eye-opening trends can influence how brands and agencies portray women and how they can more effectively market to women.

“We’re constantly tracking visual trends, and then turning them into pictures through our global art direction and editing teams,” Grossman said. “But it’s always exciting for us to be able to pull the curtain back, and share our process with clients, and get their feedback in turn. Plus, it’s a good excuse to drink sangria.”

 

Senior Creative Planning Manager Pam Grossman reveals the top image search words: Woman, Family, Business. (Photo courtesy of Ilya Savenok)

Senior Creative Planning Manager Pam Grossman reveals the top image search words: Woman, Family, Business. (Photo courtesy of Ilya Savenok)

 

Getty Images Sales Director Jay Chicoy enjoyed giving his clients a behind-the-scenes look at what we do here.

“It’s not every day that our clients, some of whom are the most creative minds in the advertising industry, get a glimpse under the hood to see what really drives Getty Images’ industry-leading, creative decisions and trend analysis,” he said.

Guests enjoyed refreshments that were a notch above the typical office catered affair, prepared by private chef and ABC’s “The Taste” finalist, Sarah Ashley. Sarah served rosé sangria, quinoa and arugula salad, crostinis, and chocolate chip sea salt cookies.

The Creative Planning team also provided flash drives with a curated collection of female-centric images, videos, and music from the Getty Images award-winning collections.

Editor’s note: Sarah Gorback is a Marketing Strategy Manager for Getty Images. To learn more about visual trend research, including original insights, forecasts and visual trend analysis on a variety of topics, visit or our Trend Research resources page.

 

Senior Art Director William Bon discusses the creative process behind recent photo shoot. (Photo courtesy of Ilya Savenok)

Senior Art Director William Bon discusses the creative process behind a recent photo shoot. (Photo courtesy of Ilya Savenok)

Continuing the discussion over sangria and hors d’oeuvres. (Photo courtesy of Ilya Savenok)

Continuing the discussion over sangria and hors d’oeuvres. (Photo courtesy of Ilya Savenok)

 

 

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