COVID-19 could lead to more authentic advertising in the long term

One positive outcome from the COVID-19 crisis is more authentic and sustainable advertising, says Shutterstock’s Aiden Darné. (This is an excerpt from a longer Opinion piece. Click "View more" to read the full article.)

As ways of working changed, the wider impact of these changes began to reveal themselves in surprisingly positive ways.

Shutterstock Studios uses local talent, from cinematographers to producers, to shoot content that is in demand. This means no planes, no hotel stays, no hire cars: we’re simply using our community of creatives to reach every corner of the globe, but from their doorstep. With the ever-increasing pressures on agencies and brands to manage their carbon footprint, be more sustainable and become more diverse, this change in approach to content creation has a hugely positive impact.

It speeds up production, cutting out travel time from project schedules. And, more importantly, it means content is created with local, diverse and authentic talent. No one is better placed in capturing a culture or place, than someone who lives and breathes it every day.

Creative formats are continuing to evolve. They were changing before the pandemic and will continue long after. COVID-19 has pushed creatives to be even more innovative, thriving outside of their comfort zones. We saw the need for advertising to change, and I think as a result, we’ve improved it.