You’ve seen him before. The guy in the too-white shirt with the too-bright smile, shaking hands in a conference room with zero personality. He’s in every industry, at every company, forever closing a deal that never quite closes.
Stock photography gets a bad rap — sometimes for good reason. But the truth is, when used thoughtfully, stock imagery can be one of your most powerful creative tools. It’s faster, more affordable, and often surprisingly beautiful. The trick is knowing how to use it without falling into the cliché trap, or worse, the legal one.
Sure, custom shoots are great. But not every project has the time or budget for a full production. Stock images fill that gap beautifully (when you know what you’re doing).
They’re perfect for quick-turn campaigns, early-stage concepts, and digital assets that need to look polished without breaking the bank. Even big brands use stock — they just use it smartly: cropping creatively, color-grading for cohesion, and selecting images that feel authentic rather than whatever is served up as the first few options.
Because when done right, stock doesn’t scream “stock.” It just looks like great art direction.
But seriously, we hope you’ll come along with us as we bring our expertise to the screen!
SubscribeThis is where many marketers zone out, but trust us — this part is worth your coffee break. Understanding license types isn’t just about compliance; it’s about protecting your brand (and your budget).
Here’s the crash course:
A good rule of thumb? Quality images take effort to create, so if it sounds too good to be true, it probably comes with a watermark.
Here’s the secret: stock photography is like dating apps. You have to swipe through a lot of bad options to find “the one.”
Avoid the obvious clichés — business handshakes, overposed smiles, and coffee meetings that feel like hostage negotiations. Look for natural light, genuine emotion, and diversity that reflects the real world, not a marketing checklist.
And once you find a great image? Make it your own. Crop it. Filter it. Layer text or graphics. Adjust the tone to fit your brand palette. Even minor edits can make a stock image feel custom. Because nothing kills a campaign vibe faster than seeing your hero image pop up in an ad for your competitor.
Download from reputable sources — Getty, Adobe, Stocksy, Unsplash, Pexels, etc. Avoid sketchy “free image” sites that sound like they were coded in a basement.
Keep proof of your license and receipt. If a question comes up years later, you’ll want a paper trail.
Never use people in a misleading or sensitive context. That smiling teacher shouldn’t appear in an ad about tax evasion.
And if you’re ever unsure whether your usage is covered, check the license. Then check it again. Then maybe send it to Legal.
Stock can do a lot, but it can’t do everything. Sometimes, only a custom shoot or illustration truly captures your brand’s soul. Invest in original visuals for cornerstone campaigns, product launches, or when you need total ownership. Take our BoredomIsFired campaign for Visit Denver as an example; the campaign concept leveraged real in-situ action shots from hospitality companies across Denver — stock was never going to bring that to life in an authentic way.
Stock photography is an art form when done right: a balancing act of creativity, strategy, and just enough skepticism to keep you out of legal hot water. So go ahead. Browse. Download. Crop. Create. Just make sure you’re doing it with taste, intention, and maybe a quick peek at the fine print.
Need help finding visuals that fit your brand and your license agreement? AOR can help make sure your next campaign looks incredible and stays 100% above board.