Dan Cullen-Shute

The Beautiful Problem

216,000 photos are uploaded to Instagram every minute. Countless multiples of that are taken on our phones. As a society we take infinitely more photos than ever before, but our photos are increasingly meaningless - typically languishing somewhere in the digital ether. So what role for Photobox? A premium player who relied on a level of engagement with photos rarely seen in the modern world.

Dan Cullen-Shute
The Beautiful Problem
Dan Cullen-Shute

Intelligent Misbehaviour

Nobody likes to be told it, but with photos becoming ubiquitous there’s a definite hierarchy to every mother’s photos. The ones on her phone? They’re pretty worthless, destined for camera roll oblivion. The 100 strong album that gets posted to Facebook? They’re alright. And the 5 or 6 that make it to Instagram each week, they’re a bit better. But the one photo that gets immortalised on the front cover of the 2017 family photo album? That photo is the pinnacle of photographic excellence. It’s gold. Photobox Gold. And secretly the subject of every photo is chasing that immortalisation.

Dan Cullen-Shute
Intelligent Misbehaviour
Dan Cullen-Shute

Cultural Impact

It’s a bit too early to say, but there’s been a brilliant response to the ad. 

Dan Cullen-Shute
Cultural Impact