Alternative stock images – Morning and BETC Paris reinvent stock images corporate offices

Sad offices, fake smiles, lack of diversity … It was time to challenge visual representations of corporate offices on stock images websites. Morning and its ad agency BETC Paris unveil the “Alternative Stock Images” campaign.

Since its launch, Morning reinvents corporate offices with beautiful office settings designed with collaborators in mind. But there was still a place where change about office design was long overdue: stock images.

BETC Paris and Morning worked together to identify and select the most searched office life images on popular image stock websites. Result: pictures that are too often very stereotypical in the employee representation (often through old white males at the foreground and women in the background) as in the office design (dull carpets, drop ceilings, soulless open spaces).

All these pictures were reshot identically – same framing, same situation.- but inside Morning locations. For this occasion, Morning’s own employees became models and stepped in front of the camera to reproduce hundreds of pictures and show their vision of office life: more inclusive, less formal, more fun.

Olivier Aumard, Executive Creative Director, and Mathieu Laugier, Managing Director, both at BETC Paris, comment: “With this campaign, we wanted to give a new representation to corporate life with a Morning lens. It was also an opportunity to promote Morning’s locations in an unexpected way to a larger audience.”

Starting on October 2nd 2023, Morning has uploaded all these new pictures royalty-free on the main stock images websites to allow anyone to use them freely and slowly start to change the representation of corporate offices.

The “Alternative Stock Images” campaign will be shared on Morning’s own social channels but also by all of the company’s employees.

Thanks to Morning, say hello to your new corporate office .

              CREDITS

Campaign: Alternative Stock Images

Brand: morning

Brand Managers: Agathe Fouache, Helene Fernandez, Timothee Orlhac

Ad Agency: BETC Paris

Agency Managers: Mathieu Laugier, Nathanaelle Enjalbert, Kenza Mehloub

President & Chief Creative Officer: Stephane Xiberras

Executive Creative Director: Olivier Aumard

Copywriter: Sebastien Duhaud

Art Director: Charles Dessaux

Assistant Art Director: Patrick Tkaczyk

Strategic Planner: Claire Bayet

Creative Resource Manager: Nathalie Sanseigne

Art Buyer: Thelma Fremont

Production Company: ALLSO

Photographer: Frankie&Nikkie