Dr. Rebecca Swift, Senior Vice President of Creative at Getty Images talks to us about the importance of collaboration, ways to make creative spaces more inclusive and her research on neurodiversity
As Senior Vice President of Creative at Getty Images, Dr. Rebecca Swift leads the charge in shaping the company’s creative direction and exploring the cutting edge of visual trends. In a rapidly evolving industry, her team is tackling big questions, including how AI is transforming creativity.
In this interview, she opens up about the representation of neurodiversity in media, fostering inclusion in the workplace, and how Getty Images is trying to set a new standard for authentic storytelling.
Exploring Neurodiversity in Visual Representation
Getty Images has recently published a study on neurodiversity and its visual representation in media. You team headlined the project – what was the initial motivation?
Rebecca: Diversity and inclusion are paramount for us and our clients. Over the years, we’ve addressed various facets like gender, race, age, and disability. But it struck me how much more represented visible disabilities are, compared to invisible ones like neurodiversity.
Typically, neurodiversity was portrayed narrowly, often as young white boys with autism. That didn’t sit right with me. Neurodiversity is inherently diverse, manifesting uniquely in each individual. So, we embarked on representing it in all its complexity.
»It’s the biggest section of society which is usually the most underrepresented«
So, how did your team at Getty Images approach this representation?
Rebecca: We aimed to break clichés—no images of people staring out windows or appearing disconnected. Instead, we sought vibrancy and energy. And when choosing images, we seek authenticity. Avoid stereotypes; instead, highlight people thriving in diverse, relatable ways. Subtle details—body language, context—can make an image resonate.
For instance, our #AutisticOutLoud campaign partnered with Hiki, featuring photographers and videographers who identify as autistic creating self-portraits and content about their lives.
We simply encouraged them to keep it colorful and authentic, and the results were phenomenal. Collaborating with advocacy groups like the National Disability Leadership Alliance in the U.S. ensured our content resonated with the community. It’s about co-creating and ensuring meaningful representation.
And about making neurodiverse perspectives visible, right?
Rebecca: Which is exactly what we aim to do with our research. We started on a series of costumer surveys, researching within the industry and talking to neurodiverse creatives about their own experiences. And we found that the creative industries offer a lot of possibilities for an inclusive work environment. Because Creatives inherently have never been viewed as working like anybody else.
