Getty wakes up to the potential of stock footage

Stock footage often gets a bad rap, but last year, Getty Images, AlmapBBDO and Stink Brazil demonstrated just how inventive you can be with their Lion-winning Endless Stories campaign.

This year, they've gone one better and created a original mini-series using nothing but image bank content - no sets, no actors, and without turning on a single camera. Spanning three episodes, Coma tells the story of David, a sarcastic patient in a coma, who doesn’t know who he is or what he did to get there. It's a narrative that lends itself particularly well to the multiple-image format: trapped in a state of comatose consciousness, it's hard to tell what's real and what's simply a figment of David's imagination.

In addition to the three episodes, the project includes a website that offers users an insight into what it's like to be in a coma via an immersive experience, as well as the ability to buy any of the content used in the making of the show.