Art directors All you need to tell a story

Picture-Alliance, a stock photography, graphics and illustrations company based in Germany, has run a print advertising campaign based on the insight that there is an eternal dispute between art directors and copywriters about who can make do without the other. Picture Alliance sides with art directors to show that an ad can make do without a copywriter and thus collects brownie points with their main target audience. Five print ads tell the story of The Titanic, Rockstar, Italian Theatre”, Van Gogh and Genesis.

Picture Alliance Titanic

Picture Alliance Genesis

Picture Alliance Theatre

Picture Alliance Van Gogh

Picture Alliance Italian Theatre

Picture Alliance Genesis


The All You Need To Tell A Story campaign was developed at Ogilvy Germany, Frankfurt, by chief creative officer/copywriter Stephan Vogel, creative director/art director Helmut Meyer, creative director Nico Ammann, art buyer Valerie Optiz, account team Yves Rosengart, Eva Hoffmann, Nadine Ries, working with Picture-Alliance marketing team Edith Stier-Thompson and Gunilla Graudins. Photography from Picture Alliance Stockmaterial was retouched by Joachim Becker.