THE CHALLENGE
During the turbulence of Brexit, The Financial Times needed to connect with a new, younger digital audience and reinforce the paper's role as a source of clarity amid uncertainty. The challenge was to reposition the FT not just as a business publication, but as an essential guide for navigating a world in flux.
 
THE STRATEGY
I shaped and directed a campaign centered on trust and clarity as the brand's core positioning. The creative approach focused on the emotional truth of living through uncertain times and the human need for reliable information. The work would be visually cinematic and tonally grounded, emphasizing that in a noisy, chaotic world, clarity is the most valuable thing a brand can offer.
 
MY ROLE
I developed the creative strategy and directed the campaign, building a visual and narrative language that resonated deeply with viewers navigating political and economic uncertainty. The focus was on authenticity, emotional resonance, and making the FT feel essential rather than transactional.
​
THE IMPACT
The campaign drove a 52% increase in digital subscriptions among viewers and strengthened the FT's position with a new generation of readers, proving that storytelling rooted in human truth can drive measurable business outcomes.