If you've ever wanted to know about the people behind the pictures, this is the series for you. We'll be talking to some of our independent photographers from all corners of the globe as well as the people behind some of the best stock photo and illustration collections in the world.
Today we're talking to Jonathan Gibson, the director of Caia Image, a creative collective of photographers, art directors and producers. The UK based production company has a strong dedication to create a world-class royalty-free collection for today’s discriminating designers, publishers and photo researchers. Caia is a Roman goddess of fire and women; the name means “to rejoice”, which is a good word to describe this aspirational collection, featuring charming and heartwarming images with a modern aesthetic. With a smattering of business and travel images, this lifestyle collection has been created with high production values, plenty of creativity and with more than a dash of contemporary style.
Describe your collection style
It's a highly creative, highly curated image collection, incorporating truly high production values combined with near perfect technical execution.
What makes your collection unique?
Our photographers are the best in the world at creating images that resonate with the needs of clients looking for new, effective and fresh ways of using imagery to communicate their company, product or editorial messages. We’re continually moving the ‘stock image’ game along. We push our collection stylistically and creatively, always driving the casting, styling and demographics in line with global trends.
Where is your content created? Do you produce your own shoots?
UK, Germany, USA, Spain and Italy. We produce about 90% of our collection ourselves.
How many photographers contribute to your collection?
Caia is a mix of wholly-owned imagery and content from our contributing artists. The wholly-owned collection is created by our 6 founding director photographers. We feel that curating imagery ourselves allows us to be in control of the production values that makes our imagery stand out in a what is a super competitive field. We do encourage Contributing Artists whose work we feel is truly outstanding. We add new content every month.
Do you produce creative briefs specific to client needs for you photographers?
Yes we do. Our Art Directors compile detailed shoot briefs and shot lists.
What are your editing standards?
We have very high and tight editing standard. We don't want clients to have to wade through endless similars. Less is more in a world with such over supply. Our mantra is ‘Killers not Fillers’.
Is your collection created specifically for the advertising market? Editorial market or both?
Usually both. We try to attach a visual message, idea or concept to our images that will serve usages in all image markets. That being said, 95% of our imagery is used for advertising and design applications.
Are all your images model and property released?
Yes, except of course for any genre of imagery that does not require releases, such as landscape, still-life, etc.
Do you have any great stories about some of your created content that you would like to share with us?
Not sure you can put them into print!!!
Do you have a shoot where you have any “behind the scenes” images we can post?
Yes. Our F1 movie. (See below). Also have a look at the Caia Facebook page, where we post outtakes and updates.
How do you monitor the latest visual trends and how do they factor into your shoots?
We have regular creative brainstorm sessions, where everyone brings samples of current imagery used in advertising and editorial that has caught their eye. We see what and where things are being used. We also analyse imagery that is selling in major markets globally and identify key image requirements.