ABOUT

In September 2025, I led a large scale creator production in Newcastle, bringing together Getty Images and iStock creators from across the UK for two days of shoots focused on capturing authentic representations of everyday life.

Working closely with my Creative team, I shaped the brief, creative direction and production approach, ensuring the content reflected real experiences while meeting the evolving needs of our global customers.

The project centred on Gen Alpha, a generation that remains underrepresented in visual media and is often portrayed through a narrow lens. Much of the imagery we see focuses on young people in isolation or through their relationship with technology. I wanted to tell a different story. One that captured friendship, learning, confidence, community and the reality of growing up today. By focusing on school environments and everyday interactions, we created a more balanced and authentic view of a generation that will shape the future.

This was a significant undertaking, driven by a recognised content gap and demand from our BBC partnership. I oversaw a production involving more than 60 models, 12 production crew members and 13 creators working across photography and film. Beyond delivering a commercially relevant content collection, the event created an opportunity for creators to connect, learn from each other and strengthen their craft through hands on collaboration.

What makes me most proud is the impact. The content has consistently grown in revenue month after month and has more than doubled our original investment through customer downloads and purchases. For me, that is when stock moves beyond simply being content online. It becomes a powerful reflection of real people and lived experiences, while proving that authenticity and representation have genuine commercial value.