001 — Getty Images

ENDLESS STORIES

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After many successful campaigns, Getty Images aimed to take its concept, Endless Possibilities, to the next level.

The challenge was clear: How can we demonstrate that, with Getty Images, you have limitless creative freedom to create anything you can imagine?

Our idea: If you can produce entertainment content that engages people, you can truly do anything. We just need to find an outstanding story and the right footage and photos. Good luck with that!

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 entirely from our content (600 archive files) — about the stories that unfolded in parallel with the Fight of the Century. Through tense 15 rounds, the fighters delivered some of the best punches the world has ever seen. But that’s not the only thing that happened on March 8.

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.

Now you know our coolest projects that came to life, how about talking about the ones that didn't yet?

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