Coma - Getty Images | Clapboard Ad Archive

Getty Images and BBDO Brazil redefined content marketing in 2019 with Coma, a professional services campaign that masterfully constructs an original episodic series entirely from stock images, a pioneering effort that situates itself within Clapboard’s FORMAT#12—Parody or Borrowed Format by reimagining serialized dramatic storytelling through a collage of premium visuals. This campaign explores the story of David, a coma patient whose fragmented memories reveal a complex tension between uncovering his past and resisting his true identity, using this narrative device to demonstrate the expansive creative potential and versatility of Getty Images’ library. Spanning four distinct media assets and delivered in Portuguese, Coma leverages the familiar TV series format to showcase how stock imagery can transcend conventional usage, empowering brands to tell emotionally resonant stories without the constraints of traditional filmmaking, thereby democratizing access to high-quality professional content. The campaign’s execution not only underscores Getty Images’ role as a leader in the media and entertainment market category but also challenges marketers and creatives to rethink the boundaries of visual storytelling by proving that stock images can be the foundation for compelling, culturally relevant narratives. This approach cleverly blends narrative depth with product functionality, positioning Getty Images as an innovator in content creation and professional services marketing. Clapboard rates this campaign 79/100. Coma matters to the industry because it demonstrates that stock image libraries can be leveraged as primary storytelling tools rather than mere supplementary assets, which signals a shift in how visual content can be strategically deployed to engage audiences on a narrative level.