There are three practical ways to get imagery for a project: run a shoot, use Trueth, or license stock. Shoots give you full creative control. Trueth gives you custom AI content with real, licensed people, fast. Stock is ready-made and affordable. No single one is right for every project, so the real question is which one fits this one.
What are shoots best for?
A shoot gives you full creative control and one-of-a-kind imagery. You direct the talent, the set and the light, and you get exactly the picture you imagined. That makes a shoot the right call when you have the time and the budget, and when the image is the heart of the campaign, such as a hero moment or a brief that depends on a specific real person.
What is Trueth best for?
Trueth is custom AI content with real, licensed people. You choose a talent from the Trueth talent library, and a full campaign can be ready in hours. It's the right call when you need something specific, fast: many versions, many markets, or the same face across a whole series. Every face belongs to a real person who has signed a release, and every image comes with the Trueth Commercial License, so you have a traceable consent trail.
What is stock best for?
Stock is ready-made and affordable. It's the right call when a general image will do and the face doesn't need to carry the story. The trade-off is that you're choosing from what already exists, and other brands can license the same image.
How do they compare?
| Shoots | Trueth | Stock | |
|---|---|---|---|
| Best when | You have the time and budget | You need something specific, fast | A general image will do |
| Speed | Slowest | Hours | Immediate |
| Cost | Highest per campaign | Credits per image | Low per image |
| Creative control | Full | High | Little |
| Same face across images | High within the shoot | High across images | None |
| Consent trail | Yours to arrange | Signed release, Commercial License | Varies by license |
| Talent paid | Day rate | Royalty each time they're cast | Varies by license |
How do you choose for your project?
- How many versions do you need? One hero image points to a shoot. Many versions point to Trueth.
- Does one face need to appear across all of them? If yes, a shoot or Trueth. Stock can't promise it.
- Can you show who the person is and that they agreed? Ask for the release before you commit.
- How fast do you need it? If the answer is days, not weeks, that narrows the field.
- What happens to the cost if the brief changes halfway through? A shoot is the hardest to change. Trueth and stock are the easiest.
Can you use more than one?
Yes, and most teams do. A common pattern is to run a shoot for the hero image, then use Trueth to extend it into more versions and markets, which is the hybrid shoot covered in What Is a Hybrid Shoot?. Stock fills the gaps where a general image is enough.
FAQ
Is Trueth cheaper than a photo shoot?
It depends on how many versions you need. For a single hero image, a shoot may be the right call. For many versions of one campaign, Trueth can cost less.
Is stock photography safe for commercial use?
Only within its license terms. Check what the license says about the person's likeness and how you're allowed to use the image.
Can I mix shoots, Trueth and stock in one campaign?
Yes. Many teams shoot the hero image and use Trueth for the variations.