What is ‘The Next Shot’ ?

In Morocco, much like the rest of the world, advertising agencies, particularly the larger ones, often turn to stock websites such as Shutterstock and Getty Images to source a wide range of visuals. Since many projects don't require entirely unique art direction, these companies rely on readily available stock content. However, a significant challenge arises when attempting to infuse these visuals with a distinct Moroccan essence. Often, we need to modify images, like dressing elderly women in Hijabs, outfitting them in djellabas, or altering the appearances of children to ensure authenticity.

Moreover, when it comes to showcasing Moroccan cuisine, we frequently encounter a shortage of suitable photographs. This issue extends to capturing Moroccan streets, architecture, and various portrait styles.

To address these challenges, we devised a solution. We began by encouraging photographers to capture high-quality images showcasing Moroccan culture and upload them to stock websites, tagging them under "LABEL MAROC." To further incentivize this initiative, we sought financial support from either the Ministry of Culture or the Ministry of Communication.

Initially named "The Next Shot" to denote its association with our agency, The Next Clic, this idea evolved into a more structured plan after presenting it to our Creative Director and Lead Artist. The concept eventually gained traction as we considered building an independent platform, complete with a comprehensive business plan.

Though I relocated to Montreal four months after we initially pitched this idea, it remains on our agency's proactive agenda.