Commissioned or stock photography?
From personal experience working as an art director who needs a lot of New Zealand photography I always preferred trying to source stock photography first. It’s already done, and stock photos are readily available for the picking.
And most importantly the client knows what they’re gonna get. Bespoke commissioned shoots in New Zealand are very expensive, complicated, time consuming, and there are so many moving parts that if anything goes wrong, like a wardrobe malfunction, an equipment malfunction, or a model not turning up, not only is it all a costly mistake, it could very well cost your relationship with the client.
I’m not saying that you shouldn’t commission bespoke photoshoots, but the cost / benefit analysis is definitely skewed towards cost, and risk.
This is one major reason why I started this project. Those in need of high quality photos and fast can’t afford the time, investment and risk it takes to organise a photoshoot. So if art directors have access to good New Zealand stock photography they can move quickly and bring their ideas to life. Another reason is so that smaller New Zealand businesses can afford high quality photos by sharing in the costs of the stock photography production through their individual purchase of the same stock photos.
There is no reason why only one brand can use the same New Zealand stock photo. If the art direction is good and the brands’ visual identities are unique, everybody wins.