Getty Images Film, Digital Repicturing Homeless by Havas Worldwide Dusseldorf

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Repicturing Homeless

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Industry Public awareness
Media Film, Digital, Interactive & Mobile
Market Germany
Agency Havas Worldwide Dusseldorf
Chief Creative Officer Darren Richardson, Eric Schoeffler
Creative Director Juan Leguizamon
Art Director Tiago Beltrame
Copywriter Ramón Scheffer, Nian He
Production Chamaeleon Digital Vision
Director Kevin Krefta
Released February 2018

Credits & Description

Media: Interactive
Category: Other
Client: Getty Images
Product: Getty Images & fiftyfifty
Country: Germany
Advertised brand: Getty Images & fifyfifty
Advertising Agency: Havas, Düsseldorf, Germany
CCO Germany: Eric Schoeffler
CCO Düsseldorf: Darren Richardson
Creative Director: Juan Leguizamon
Copywriter: Nian He, Ramon Scheffer
Art Director: Tiago Beltrame
Management Supervisor: Daniel Grube
Senior Account Manager: Anna Berg
Digital Creative Director: Guido Eichhoff
Digital Conceptor: Erik Teichert
Junior Digital Art Director: Adrian Warren
Final Artwork: Peter Holzportz, David Ochsenknecht, Jonas Boamah
Photographer: Frank Schemmann, Düsseldorf

Hair & Make-up: Barbara Lange, Tina Schmoll, Franziska Sonnabend
Styling: Nina Jasny, Christina Schuller
Film production: Chamaeleon Digital Vision GmbH, Stresemannstrasse 12, 40210 Düsseldorf Managing Director - Oliver Rudolph

Director & DoP - Kevin Krefta

Editor - Nico Dupon, Rouben Pohl, Kai Wittkamp
Colorist - Arne Hottgenroth

Motion Graphics - Ronny Bülow, Hendrik Vosskamp
Producer - Christian Käutner
Photographer: Frank Schemmann, Düsseldorf
Film production: Chamaeleon Digital Vision GmbH
Music: Mona Davis
Composer: Franco Tortora, Woepf Lechenmayr, Tom Batoy, Raffael Karg
Sound: Studio Funk
Studio Manager: Tobias Grumbach
Soundengineer: Michael Righetti

Sound: Studio 6
Producer: Julian Dormis

Junior Editor: Dominic Rutkowski
Project Management: Stefanie Schneider
Published: January 2018
Getty Images, a world leader in visual communications has joined forces with the Düsseldorf street magazine fifty-fifty and the creative agency Havas Germany to launch a campaign which aims to change the way the homeless community is viewed and drive a narrative of possibility. The 'Repicturing Homeless' campaign sees homeless individuals portraying people from different walks of life in a series of stock images which are available to license from today.
Repicturing Homeless is a project from Getty Images, who partnered up with fiftyfifty, a street magazine sold by homeless people.
The premise of the project is to shift the negative public perception of the homeless, and to help raise funds for this community in a meaningful way.
The public perception always sees homeless people as poor, desperate, and beyond help. This time, we want to send out a different message, by challenging people’s prejudiced beliefs, and putting homeless people’s hope and possibilities under the spotlight.
To that end, we created this most conventional and most non-conventional stock photo collection, modeled by homeless people. We analysed the download data on Getty Images, and portrayed the homeless street vendors at fiftyfifty as different roles of common people in these most requested life and work situations, such as businessman, designer, cook, tourist, etc.
The photos were then integrated into the Getty Images database, and all profits from the downloads go directly to fiftyfity to purchase apartments and house the homeless.
More photographers and NGOs around the world are encouraged to join the project, and help us turn it into a global movement.

We worked with the homeless at fiftyfifty as models to shoot stock images. In the photos, we transformed the homeless into common people from different paths of life: businessman, designer, chef, tourist, and so on. We shot the most downloaded themes on Getty, and all profits from the photos will go to help the homeless people at fiftyfifty.
People always see homeless people as sad, poor and inferior. This is also what the media and most homeless campaigns have been re-affirming. This project is aimed to change such perceptions, shedding light on the hopeful side of the homeless, and helping people see their possibilities.