Platform Photography
Purpose of Imagery
Imagery should capture the emotional feeling of being informed, welcomed, and ready to go, featuring modern international travelers in relatable “arrival-to-the-USA” moments. The visual world should feel contemporary yet cinematic , human, globally inclusive, and emotionally real.
We prioritize moments of movement, ease, and connection over polished tourism advertising or overly transactional travel imagery. The focus is not on the logistics of travel, border control or bureaucracy, but on the confidence and excitement that come with taking the trip.
Photography Principles
Human-Centered
Prioritize imagery where people, emotion, or human presence anchor the moment , even when showcasing travel environments, movement, or iconic American settings.
In Motion
Favor imagery with movement, momentum and on-the-go energy.
Emotionally Real
Seek natural interactions over posed or over-stylized moments.
Calm & Confident
Images should feel welcoming, easy, and grounded, never tense, chaotic, or overly dramatic.
Cinematic Lifestyle
Lean into visually elevated photography with cinematic framing, atmospheric light , and layered composition that feels modern and immersive.
Image Guidelines
Images used in the America The Beautiful campaign should meet these criteria
- Is it inviting and relatable?
Does it make you want to visit? Does it spark wanderlust?
Avoid staged or generic stock photos. - Does it have a clear sense of focus on the destination with human experience included?
Does it clearly show human emotion and experience in the destination? Focus on the human-to-human element and emotional connections that travel to the USA can bring to a person in a destination. - Try to avoid images that look too cloudy or overcast.
Is it overedited or black and white? Is it overly photoshopped or distorted? - DO show globally diverse travelers and family types
DO capture authentic moments of movement, arrival, and connection
DO use warm, natural light and contemporary environments
DO prioritize candid interactions and
emotional moments
DO include visual cues of travel and journey (airports, transit, luggage, terminals, arrivals) that are agnostic of location or USA-specific
DO create a feeling of ease, confidence, and possibility
DO balance utility with aspiration
DON’T depict stress, confusion, scrutiny, or travel difficulty
DON’T use overly staged, corporate, or brochure-like photography
DON’T use cold, sterile, or security/surveillance-style travel imagery
DON’T rely on outdated travel clichés, generic stock-photo setups, or artificial social filters/effects
DON’T feature empty environments where infrastructure becomes the focus over people or emotion
DON’T include American passports or USA-issued travel documents
DON’T lean into backpacking, low-cost travel tropes, or overly utilitarian travel aesthetics
DON’T use visual shorthand that feels outdated or overly functional (paper maps, excessive document close-ups, etc.)
DON’T feature locations or visual cues that clearly feel outside the USA