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The Rise of Authentic Branding

In today's digital age, the way businesses present themselves visually has evolved dramatically. From the era of traditional photography to the rise of selfies dominating social media feeds, and now, a return to the expertise of creative professionals, the landscape of photography has undergone a profound transformation.


Evolution of Photography Trends

In the past, businesses relied heavily on traditional photography to showcase their products and services. These carefully curated images aimed to convey professionalism and credibility. However, with the advent of smartphones equipped with high-quality cameras, the rise of user-generated content, particularly selfies, became ubiquitous across social media platforms. This shift marked a departure from polished, professional imagery to more candid and spontaneous visuals.


Apple who are renowned for there advertising prowess are one great way to show how styles have altered through the decades. In part because of the products they have produced !


Late 70's and early 80s

Focus is on how the personal computer can be a part of your day to day life. Casually just there on the kitchen table. A far cry from how computers really have taken taken over our lives Of course back then no one could imagine a hand held device or even a smart watch to be real.



Further down the line they are more focus on what the might Apple product can do for you rather then the look and design of the computer.


Until of course how things look actually mattered.



Selfies and User Generated Content

User Generated Content has now become the norm and platforms are built dedicated to it. Just how AirBnB or UBER have no hotels or taxis of their own, so to TikTok, Instagram and all other have no content on their own. They rely on the User to be their content producers. In fact Apple ran the Shot on iPhone campaign. A challenge extended through Instagram that at the time of writing has almost 30 million posts.


Apple’s “Shot on iPhone” UGC campaign celebrated the artistry of everyday users. Turning iPhones into cameras, the campaign encouraged people to capture stunning photos and videos of their world. In 2024 it is often the camera specs that are the selling point of a new phone.  


Through Shot on iPhone, UGC transformed into a global gallery. It of course highlighted the potential of iPhone cameras and the artistic we have within us. 






Of course to really get cinematic results from your iPhone you also need a raft of expensive tools such as lights, gimbals, editing suits and so on, just don't tell anyone that !


The Return to Creative Professionals

While selfies and user-generated content provided authenticity and relatability, businesses have also realized the limitations of this approach. The over saturation of amateur content, standing out has become more and challenging. Moreover, the need to maintain a consistent brand image and convey professionalism became more apparent than ever.





In response to these challenges, businesses are now rediscovering the value of working with creative professionals. Photographers, videographers, and animators offer expertise, creativity, and a keen eye for visual storytelling. By collaborating with professionals who specialize in bold, dynamic, and original content, businesses can elevate their brand presence and effectively communicate their message to their target audience.


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