Custom stock photography enhances an electric ad; agency creates a graphic ad after a new customized stock photography service delivered the right image at the right time.(Design in Action)(Beber Silverstein Group)

Whether a creative professional is looking for an image as simple as a plug or as vivid as a red tomato perched on a black car, On-Request Images, a Seattle-based custom stock photography company, takes assignments from customers and posts a huge variety of specific, targeted images in two to three days on its website for the client. Recently Beber Silverstein Group (BSG), a Miami-based advertising agency, needed an image of a power plug with the two prongs pointing up, and it needed it quickly. OnRequest delivered more than 85 images in several days, giving the BSG creative team even more than what they had envisioned.

BSG (www.BSGWorld.com) needed to develop an ad for its client, Florida Power & Light (FPL), that would broadcast that FPL had just won the 2003 Edison Award, the highest award in the electric power industry. The creative team came up with many concepts, …