Shutterstock Launches National TV Campaign, Rebrands As Content Creation Platform

Shutterstock launched a brand campaign and TV commercial on Wednesday. The campaign aims to demonstrate Shutterstock’s move away from its roots as a stock image house, to expand awareness of the breadth of its offering among individuals, agencies and brands.

Shutterstock Studios and Ridley Scott Studios produced the TV campaign, 100% Shutterstock. It asks “What can you create with 100% Shutterstock?”

Rion Swartz, vice president of brand marketing at Shutterstock, believes that the campaign redefines the meaning of creativity and how content creation happens. The goal is to expand the perception of what creators can do with the company’s tools.

The TV spot focuses on celebrating and using all the resources available on one platform, from editorial and custom, to video, music, and 3D rendering — all part of the tools offered by the company.



Created solely with Shutterstock content and tools, the TV campaign showcases the creative platform’s ability to enable creators to start and end their whole content creation process on one platform.

The content creation services puts the company in line with rivals YouTube, TikTok, Facebook, and other creation platforms. It also demonstrates the importance of connecting with consumers through content, supporting agencies and brands.

The new brand positioning is in response to the industry's demand for cost-effective and flexible creative solutions.

The TVC was co-produced by Shutterstock Studios, an end-to-end custom creative service launched in November 2020. It provides global production services, data-driven content strategy, brand storytelling and amplification for today's most influential brands and agencies. 

Shutterstock’s creative platform has been strengthened with recent acquisitions of leading online graphic design and image editing platform PicMonkey; AI music company Amper Music; 3D content marketplace TurboSquid; and the formation of its new AI division, and production company Shutterstock Studios.

The platform has simplified the creative process by bringing together a variety of fresh and relevant content and applications to allow creators to, well, create the piece all in one place.

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