Edu & Leo . Endless Stories -

001 — Getty Images

ENDLESS STORIES

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Our industry is going through a number of changes. But one trend that’s here to stay is content as advertising. Entertainment content, to be more specific.

To publicize the more than 250 million images and videos in Getty Images’ editorial archive, we created a short film and an interactive video – made solely out of our content – about the stories that happened in parallel with the Fight of the Century. Through tense 15 rounds, the fighters threw some of the best punches the world has ever seen. But that’s not the only thing that happened on that night.

SHORT FILM

In the short film, you’ll see how the Fight of the Century unfolded, as well as the stories of Frank Sinatra and Frank Lucas.

More than a documentary, Endless Stories is an experience that blends elements of ‘70s cinematography with technological resources that break up the narrative with every interaction. The selection of a narrator was fundamental in order to be able to transport people to 1971, as well as the soundtrack, which draws on the burgeoning funk and disco scene.

WEBSITE

On the website, you can watch the interactive video to explore the endless possibilities in Getty Images’ editorial archive. By pressing 8 during the video, you can discover more characters in the story, including Miles Davis, Bob Dylan, George Foreman, and other entertainment heavyweights.

CRAFT

The transition between stories comes with a freeze-frame and the superposition of multiple layers, giving a sense of the infinite. Meanwhile, the number 8 appears onscreen and rotates to become an infinity sign, opening up a portal in space-time to transport users into a parallel narrative.

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To help users navigate around, we developed a simple, intuitive timeline. It expands to indicate when a user has entered a parallel story, and reverts to its original form when the user goes back to the main video. If users prefer not to interact, they can see the whole story of the Fight of the Century – and, in the end, they can watch all of the other stories in the project.

At any point, users can see all the images used in the project, frame by frame, access the relevant information about each of them, and buy any content they want.

SOCIAL MEDIA

As Instagram is all about images, we used Getty's profile to share many of them, always with some fun facts about the Fight of The Century and one of its parallel stories.