CAMPAIGN
A NEWS TEAM THAT WON’T BE SILENt
2023
A note: Considering recent world events and tensions, it’s important to clarify that this project was delivered prior to, and separate from, any recent editorial directions shared by Sky News – which, like many client projects, do not fully reflect my personal views. However, I fully support this creative and greatly valued the client experience.
THE BRIEF
THERE’S NEVER BEEN A MORE CRUCIAL MOMENT FOR OPEN DEBATE IN AUSTRALIAN POLITICS—AND GLOBALLY.
IN 2020, OVER 150 HIGH-PROFILE AUTHORS, COMMENTATORS, AND SCHOLARS, INCLUDING MARGARET ATWOOD, GLORIA STEINEM, AND NOAM CHOMSKY, SIGNED AN OPEN LETTER WARNING THAT "OPEN DEBATE AND THE TOLERATION OF DIFFERENCES" ARE UNDER ATTACK.
RETURNING IN 2023, THE SKY NEWS TEAM HAS NEVER SHIED AWAY FROM ASKING THE TOUGH, UNPOPULAR QUESTIONS—DEBATING AND SCRUTINISING THE ISSUES THAT MATTER MOST TO EVERYDAY AUSTRALIANS.
THE APPROACH
THE 2023 LAUNCH REPOSITIONED THE SKY NEWS TEAM WITH A BOLD NEW LOOK, REINFORCING THEIR STATUS AS INDEPENDENT THOUGHT LEADERS AND CHAMPIONS OF FREE SPEECH AND IDEAS.
THE CAMPAIGN KICKED OFF WITH A PROVOCATIVE ON-AIR PROMO THAT POSED A POWERFUL QUESTION: WHAT WOULD HAPPEN IF OPEN DEBATE WAS SILENCED?
documentaries & LAUNCH CAMPAIGNS
AT SKY, I WORKED ACROSS SEVERAL DOCUMENTARY AND ENTERTAINMENT PROJECTS — INCLUDING THE HIGH-PROFILE LAUNCH OF PIERS MORGAN UNCENSORED AND A RANGE OF ORIGINAL SKY NEWS DOCUMENTARIES. FROM DEVELOPING VISUAL CONCEPTS TO SHAPING CAMPAIGNS THAT BALANCED IMPACT WITH JOURNALISTIC INTEGRITY, I HELPED DRIVE WORK THAT CUT THROUGH NOISE AND CAPTURED ATTENTION ACROSS OUTDOOR AND DIGITAL PLATFORMS.
CONCEPT AND ART DIRECTION
WRITERS: MARIANNE RANDALL, CELESTE OCHOA
TEAM: SKY NEWS AUSTRALIA
HEAD OF CREATIVE: JESSICA BURTON