Shutterstock recreates Fyre Festival marketing only using stock footage

Shutterstock has released the first video in its 'It’s Not Stock' campaign. This sees it recreating Fyre Festival's infamous marketing campaign using nothing but its stock footage library.

Labelled as a 'luxury music festival,' Fyre Festival was promoted on social media by celebrity influencers, including Kendall Jenner, who was rumoured to have been paid $250,000 for one Instagram post. The organisers ultimately failed to deliver on the concept, sparking questions about trust in the influencer marketing ecosystem.

The campaign featured professional models, a private island and took a whole camera crew to create. Shutterstock replicated it with stock assets in under a day for less than £1,600.

“We knew we could create the same thing much cheaper and from our desks,” said Lou Wiess, Shutterstock chief marketing officer. “We thought it would be a great way to show marketers and creative teams that you can truly create anything you want from our 12 million video clips and tens of thousands of music tracks”

The 30-second video, 'That Overhyped Festival,' shows paradise destinations, real models and even swimming pigs – promising users access to stunning clips for anything they can dream up, without blowing their budget.

Shutterstock hosts over 200m images, video clips and music tracks and claim to add 1.5m more each week. The high-quality content is readily available to Shutterstock users, allowing them to tell the story exactly how they want to.

Compare it to Fyre Festival's own promotional video.

Join us, it's free.

Become a member to get access to:

  • Exclusive Content
  • Daily and specialised newsletters
  • Research and analysis

Join us, it’s free.

Want to read this article and others just like it? All you need to do is become a member of The Drum. Basic membership is quick, free and you will be able to receive daily news updates.