For The Why

New Commercial Arts got in touch to help on their latest campaign for the FT. The film uses repetition and collage to highlight the familiar traps of consuming news at speed – the who, what and where, before repositioning the FT as the place that goes further, asking why.

We were brought in to help, sourcing a broad range of news and current affairs content to reflect the key themes shaping today’s news landscape. Working closely with the creative team at New Commercial Arts, we cast the net wide to uncover moments that would collectively build a sharp, contemporary picture of the world.

Once the content was shortlisted, our clearance team stepped in to manage rights and ensure everything was fully licensed for broadcast.

Proud to play a part in a campaign that champions deeper thinking.