Brazilian agency AlmapBBDO does consistently brilliant campaigns for Getty Images, from 2012's "From Love to Bingo," which used 873 stills from the Getty archive to tell the story of a single life in one minute, to last year's "20 Years" print ads, which showed how four celebs had aged over time by featuring 111 photos of each of them.
Now, agency and client have just released their latest collaboration—a remarkable global campaign called "Endless Possibilities," which accomplishes the pretty amazing feat of assembling four famous faces using bits of other people's faces—all found in Getty's creative stock-art database (i.e., not editorial images).
The likenesses—of Prince Charles, the Dalai Lama, Pope Francis and Angela Merkel—are amazingly accurate. (There are four print ads, along with a video that brings the print work to life.) And yes, it took an enormous amount of painstaking effort to find the faces that could be pieced together into these digital doppelgängers.
"The briefing for this campaign was to present Getty Images on the basis of its variety. A collection with millions of images," AlmapBBDO senior copywriter Daniel Oksenberg tells Adweek. "So we thought: If we can do almost anything with that many images, imagine what can be done combining them. The possibilities are infinite. It's like genes. There are 25,000 genes that made every human being unique with the right combination. If 25,000 genes can do that, the millions of images from Getty Images should be able to do it, too. And it did."
The agency spent four months researching and testing different images.
"For each face to be recognized, every detail required a massive search, but as Getty Images has such rich content, we were able to find the exact details to the faces that we wanted to portray," says AlmapBBDO creative director Benjamin Yung Jr.
"We are very pleased to once again partner with AlmapBBDO to create an innovative and unique campaign that clearly and cleverly demonstrates Getty Images' role in the creative industry as the gold-standard visual-content source for any marketer, advertiser or publisher," says Susan Smith-Ellis, chief marketing officer at Getty Images. "This campaign highlights not only the quality and breadth of Getty Images creative content, but also the top-tier creative talent at AlmapBBDO. "This is a game-changing campaign, and I am excited to see the response from the creative community."
Title: Millions of Images. Endless Possibilities
Client: Getty Images
Partner/ CCO: Luiz Sanches
Executive Creative Direction: Bruno Prosperi
Creative Direction: Benjamin Yung Jr, Marcelo Nogueira, Andre Gola, Pernil
Digital Creative Director: Luciana Haguiara
Digital Head of Art: Pedro Burneiko
Copywriter: Daniel Oksenberg
Art Director: Andre Sallowicz
Illustrator: Vitor Fubu, Vetor Zero Print + Evandro Malgueiro
Photography: Getty Images
Web Designer: Adriel Nunes
Art Buyers: Teresa Setti, Ana Cecília Costa
Production Company: Vetor Zero
Direction: Gabriel Nobrega
Audio: Satelite Audio
Music: Team Satelite
Agency producer: Vera Jacinto, Diego Vilas Boas e Fernando Yamanaka
Project Manager: Mayra de Souza Otsuka
Technology Director: Eduardo Bruschi
UX Designer: Caroline Kayatt
Planning: Cintia Gonçalves
Accounts: Daniela Gasperini, Samia Reiter Paz
Media: Carla Durighetto
Client Supervisors: Renata Simões, Susan Smith Ellis, Kjelti Kellough