VisualGPS Creative Trends Culture What Brands Are Commissioning and the Opportunity for Marketers

In a saturated content landscape, visual storytelling remains one of the most powerful tools for brand differentiation. As consumer expectations evolve, so do the types of visuals marketers are commissioning—candid, more purposeful and more aligned with shifting cultural cues.

At Getty Images, our Custom Content service works with thousands of brands globally to create content exclusively for them, giving us a real‑time view into what marketers are commissioning with us and what they are selecting. We’ve spent months analysing thousands of Custom Content briefs, pairing that with our VisualGPS research to answer a critical question: What do brands really want from commissioned visuals today?

This reveals a clear pattern: Narratives centred on authenticity, positivity and purpose‑driven storytelling are in demand. But the gaps between what brands commission and what audiences expect are widening in a few key areas which creates a powerful opportunity to differentiate.

Authenticity was mentioned in over 90% of briefs, making it the most requested concept by far. But what do brands actually mean by “authentic”? It’s not just a buzzword, it’s a set of clear, actionable requirements. Across briefs, authenticity was defined by asking for:

• In‑the‑moment storytelling
• Real people (not models)
• Natural settings and lighting
• Unstaged, spontaneous scenes
• Genuine human expressions
• Non‑stereotypical and non‑tokenistic representation
• Subjects not looking at the camera
• Diversity across ethnicity, gender, age and body type

While authenticity has been a priority for us over two decades dating back to my early days at Getty Images, what feels authentic today is very different from what it meant then. The evolving visual communication channels nowadays demand more spontaneity, more serendipity, more imperfection, and crucially, it’s about moments that feel discovered rather than directed.

The challenge lies in creating visuals that feel authentic yet uphold quality and brand aspiration. Striking this balance is complex: Brands seek content that is relatable and believable, but also polished enough to reflect their identity and values. The optimal visual strategy combines these elements, producing imagery that is both inspiring and trustworthy.

This aesthetic shows up in composition and tone. Scenes are warmer, more lived‑in and less styled. Natural lighting replaces studio brightness, and expressions appear candid rather than posed. Importantly, brands are also prioritising diversity that feels genuine and non‑tokenistic.

Authenticity is just one of the priorities shaping visual storytelling today. Our latest VisualGPS Custom Content Insights Report explores what brands care about most and how these themes influence commissioned content strategies.

Download the full report below to unlock actionable insights and visual ideas that will help your brand create with impact.