Traditionally, stock imagery has been mired in attitudes of the past. We’re familiar with pictures of working women lingering in the background of businesses. Or worse, oversexualized women literally climbing corporate ladders.

That’s why Getty Images and Leanin.org have teamed up to repicture not just women, but men, families, and the workplace. As Leanin.org founder Sheryl Sandberg says, “If you can’t see it, you can’t be it.”

The Lean In Collection includes images female bosses owning the room. There are working mothers and fire chiefs. They are girls as athletes and future scientists and men who are active caretakers and fathers.

Since 1985, the International Center of Photography has recognized outstanding achievements in photography with its prestigious Infinity Awards. The awards ceremony is also ICP’s primary fundraising benefit, with its revenues assisting the center's various programs.

Harbers Studios commissioned MediaStorm, on behalf of ICP, to create a short film about each of the recipients to screen at the awards ceremony and to later remain online. The films serve as an introduction of the recipients to the audience as well as a showcase of their work, highlighting the motivations for honoring them with Infinity Awards.

The challenge in creating this film was quite straightforward, how does one make an interesting story about stock photography?

In order for this film to resonate, it was necessary to provide a larger social context in order to best understand the importance of the Lean In Collection. To do this, MediaStorm used interviews with not only the co-founder and COO of Getty Images and the founder of LeanIn.org but also several women who worked directly with the collection. Together, they provided a rich understanding of the history of stock photography and all its downfalls as well as the rationale for updating the way companies portray women, men, and families.

The films were shown on April 30, 2015 at the 2015 International Center of Photography’s Infinity Awards in New York and launched online on May 1, 2015.

This film was a collaboration with Harbers Studio and the International Center of Photography.

Harbers Studios turbocharges the efforts of charitable entrepreneurs by helping them tell their stories. Our goal is to help them articulate and share the value of the work they do so they can inspire others to help them do it. Working with some of the best filmmaking talent in the world, we create compelling visual narratives that enhance the endeavors of organizations working to make the world a better place.

The International Center of Photography (ICP) is the world’s leading institution dedicated to the practice and understanding of photography and the reproduced image in all its forms. Through our exhibitions, educational programs, and community outreach, we offer an open forum for dialogue about the role images play in our culture. Since our founding, we have presented more than 500 exhibitions and offered thousands of classes, providing instruction at every level. ICP is a center where photographers and artists, students and scholars can create and interpret the world of the image within our comprehensive educational facilities and archive.

As a privately funded nonprofit arts and education organization, ICP depends in large part on friends such as you for support. Your generosity is vital to ICP as it continues to grow and succeed in its mission: to present photography's extraordinary power to the public.

There are many ways to give to ICP: Donate to the Annual Fund, create a scholarship, sponsor exhibitions and education programs, contribute to the Collection, or make a planned gift.

Since 1985, the International Center of Photography has recognized outstanding achievements in photography with its prestigious Infinity Awards. The awards ceremony is also ICP’s primary fundraising benefit, with its revenues assisting the center's various programs.

Harbers Studios commissioned MediaStorm, on behalf of ICP, to create a short film about each of the recipients to screen at the awards ceremony and to display online. The films pay tribute to the contributions of each artist to the craft and field of photography and demonstrate ICP's commitment to them.