When what’s not real starts to look convincingly real,
there’s only one place left to go.
The Source.
Introducing “Pure News, Straight from the Source” — a generative-AI-infused brand campaign for Reuters.
Created by Gravity Road and shot by Ivan Bird, the visionary cinematographer behind BAFTA and Oscar-nominated cult classic Sexy Beast and the legendary Guinness Surfer ad, still ranked among the greatest ads ever made.
This wasn’t style for style’s sake.
There was a serious truth to land.
Nearly three in four Americans now question whether the news they see online is real.
Trust in traditional media is slipping fast.
In an age flooded with misinformation, Reuters takes a clear stand:
facts from the ground, verified, unbiased, agenda-free.
Generative AI is used deliberately and provocatively, turning crystal-clear water into something cloudy. A visual metaphor for how the same technology can distort reality and exactly why trusted journalism matters more than ever.
Explore the work:
🎥 Watch the Pure News film
🌆 Be blown away by the Times Square DOOH
📱 Discover the wider campaign across social, events, and mobile
And it’s delivering, fast:
• 63M impressions on the film
• 19.2M video completions
• 57% completion rate on the 30s YouTube film vs a 30% US benchmark
• 3.7M impressions on the DOOH
• 24.4% uplift in the share of new Reuters US subscriptions from key states and cities.
When the world gets noisier, clarity cuts through 💧