Getty Images
The participation of women in sports have reached new heights. As their achievements garner well-deserved recognition, it is imperative to develop a new visual standard to guide all image-makers on capturing their remarkable journey accurately.
Getty Images took on the challenge to develop a Visual GPS to enshrine a new standard for anyone documenting female athletes. A standard that emphasizes empowerment, inclusivity, and authenticity; giving women a balanced and respectful representation in sports.
A new standard devoid of stereotypes, capturing genuine moments and respecting boundaries. Getty Images collaborated with O2 and the exhibited at the iconic Saatchi Gallery to showcase this leap to the world.
CASE STUDY
Stringing together a narrative for the Getty Images Visual GPS campaign. This was essential to combat the overly skewed perception of many sports lovers across the country, and the male-dominated visual standards often deployed in the representation of female athletes.
Exhibition
A call for the entire public to come witness iconic moments of women Sports told through a lens that respects and tells the entire story of women competing across sporting events at the highest levels possible.
Exhibition Images
A collection of powerful images exhibited at the Iconic Saatchi Gallery, London. An incredible showcase that evoked the tireless spirit of women in Sports, devoid of stereotypes.
New images borne out of the Visual GPS Standards delivered by Getty Images.
