Replacing stock images at Greatlearning

Stock images are often considered boring and have begun to look remarkably alike over time. Since the very first days of Unsplash.com, which marked a refreshing and innovative change in the way these images were presented, we now find ourselves once again reverting to a cycle of using images that largely lack distinctive character or any meaningful brand recognition. This growing reliance on generic images has become a significant issue that many marketers and content creators are currently facing.

When optimizing the pages for Indian (domestic use) we ran into more nuanced issues, finding indan faces proved even more difficult. here are the top 10 points that proved even more annoying for us:

1. Regional and Cultural Gaps: Insufficient representation of India’s regional, linguistic, and cultural diversity.

2. Inconsistent Quality: Variability in image professionalism, resolution, and aesthetic standards.

3. Overused Images: Frequent repetition of the same visuals across multiple platforms, reducing uniqueness.

4. Cultural Inaccuracy: Misrepresentation of traditions, customs, and symbols, potentially leading to cultural insensitivity.

5. Lack of Inclusivity: Minimal representation of diverse genders, professions, and socioeconomic classes.

6. Limited Modern Themes: Scarcity of images that reflect contemporary Indian lifestyles, tech-savvy environments, or modern design aesthetics.

7. Poor Searchability: Weak tagging systems and insufficient keyword optimization on stock platforms make finding specific images challenging.

8. Outdated Visual Styles: Many images fail to align with current design trends, appearing dated or irrelevant.

9. Licensing and Cost Issues: Limited affordable, high-quality Indian-specific stock libraries, often accompanied by unclear or restrictive licensing terms.

10. Stereotypical Representation: Over-reliance on traditional and festive themes, neglecting modern and diverse Indian contexts.
    

We recognized these challenges back in 2022 and wanted to step in and replace these stock images with visuals that looked refreshing and distinctive, aligning more closely with Great Learning as a brand. However, the logistics of shooting these unique images in-house seemed massive and daunting. Later that year, in the month of September, we made the decision to proceed with shooting them in-house. Here are a few samples that showcase how that effort turned out.

The planning.

Before we shot these images, we needed to carefully understand the specifics of what we were going to capture, including the subjects, locations, and intended audience for the photographs. Since we were trying to keep the overall budgets of these photos down to the minimum or as close to what it would cost us if we were purchasing these images from various online platforms, we made a conscious decision to keep the overall budgets low while simultaneously striving to achieve the highest quality possible out of the entire shoot.

Whom to shoot?

Professional models were costly but would perform well for the shoot. While this was beneficial, it didn’t align with our budget, and we prioritized diversity over using the same person in different scenes. We aimed for images that felt natural and relatable, so we focused on everyday people connected to a learning brand. Our alternative was to shoot internally with employees whom we auditioned and tested with simple photos taken in real situations. This process took place in Bangalore and Gurgaon, allowing us to include many diverse participants who were comfortable being photographed.

What to shoot?

The requirement was pretty simple, shoot high quality, realtable scenes with people who represnt our users in their natural spaces. what they should be wearing and which group of users would they represent.

The scenes we wanted to shoot.

Where to shoot?

This was an important part of our decision-making. We didn’t want to pay for a location as it would raise our shoot costs significantly, but shooting in our offices was also challenging. I contacted my network and luckily found an empty office space in Bangalore that had the look we wanted. However, we had no luck in Gurgaon, so we rented WeWork and looked at different office spaces there. Here are some samples of the locations.

Here is how the final images turned out

Here are a few examples of

How we used these images on Greatlearning’s hompepage .

Lets geek out on the camera gear a little bit.

We used a full frame camera for this shoot, primarily a Canon 5D Mark IV with a 70-200mm F/2.8 lens. We also had a pair of Elinchrom Proto 400 and a wireless trigger. For portraits, we mainly used a Canon 85mm F/1.4 for nice bokeh and a 135mm F/1.8, which we wished we had used more. The flashes weren't compatible with High Speed Sync (HSS), but this wasn't a significant issue since we were shooting indoors.

Art Direction

We were photographers, and photographing people not used to being in front of the camera was a big challenge. Our goal was to take natural photos that captured their true selves, but getting them to feel comfortable was tough. This taught me a lot about their feelings and insecurities while being photographed. Most people looked uncomfortable at first, but by the fourth or fifth shot, they started to relax and act more naturally. We struggled to manage time during shoots because we often ran over, and the cost of location rentals in Gurgaon made it hard to stick to the schedule. I will definitely plan better for future projects.