The central concept of the campaign was to simplify the decision-making process when it comes to choosing a photograph or shooting one. Masterfile is a visual content provider.
A generalist stock photo library, with a focus on lifestyle, Masterfile has a collection of millions of Rights-Managed and Royalty-Free photos and illustrations, covering all genres and subjects.
When it comes to layouts, many art directors and designers prefer shooting to buying from stock image websites. However, the entire shooting process can be tedious, involving actors, props, equipment, camerapersons, costumes, post-shoot correction, and logistics. So Social Street India wanted to create an awareness amongst people that buying a stock image was the simpler option to go for rather than planning an elaborate shoot. Hence, the “Cut the Fuss” campaign.