The leading role of black professionals in advertising campaigns and Brazilian editorial content gains momentum with the launch of the Re_Modelar project, a partnership between WMcCann and Shutterstock, which from January 17, 2022 will mentor 12 photographers responsible for producing content committed to highlighting black people as protagonists in advertising materials.
“The main objective of this partnership is to bring visibility to the advertising market of the plurality of black people as protagonists, demystifying the stereotyped context that is often associated and opening paths for black photographers, so that they occupy spaces on creative platforms, bringing a black perspective. There is a long way to go, but these small steps can be responsible for a more inclusive and diverse communication industry”, highlights Beatriz Lopes, art director at WMcCann and creator of the project, who was born during the first mentoring class for black women at the agency.
The initiative should contribute to greater diversity on the platform, which has more than 390 million images, allowing the black population to be more present in the customer search experience through highlighted special collections. Re_Modelar will also feature actions on the project’s and partners’ social networks.
“As a smart global platform, we want to make sure we’re delivering content that faithfully represents the world around us, and empowers advertisers and brands with tools and insights. We want to contribute to the creation of representative campaigns that can influence views and generate significant change. We selected professionals with great care and attention to ensure that our goal was achieved”, comments Gabriella Cerqueira, content strategist for Latin America at Shutterstock.
Rafael Rodrigues, Aline Rufino, Danrley Igor, Ellen Oliveira, Gabriel Frank, Gabriel Lima, Gisamara Oliveira, Hugo Chaves, Leticia França, Leticia Silva, Lucas de Freitas and Matheus Trindade are the photographers who will help encourage the production of campaigns and editorials with black professionals, creating opportunities and raising awareness throughout the country.
