The AP - Ap Forward - Boulder Creative Studios

↘ Overview

An industry stalwart, built to navigate the ever evolving media landscape.

The Associated Press has had to evolve a lot since its inception over 175 years ago, they’ve overcome challenges, they’ve had victories and firsts, but have always been the beating heart of the industry, continuously seeking to find, uphold and broadcast the truth, no matter how and where that might be. But The AP are not defined by what they’ve achieved, but by the questions they continue to ask, and what they choose to do next.
We were honoured to have been a part of delivering the next phase of The AP, through the creation and launch of AP/Forward.

↘ our objective

Steeped in history, yet adapting for the stories of tomorrow.

We wanted to create a disruptive film that tells a story of two halves.
First, an emotive and authentic view of the current industry landscape and it’s challenges, positioning The AP as a constant stalwart that has helped navigate these challenges over it’s 175 years in action.

Second, signifying the step change of the brand through AP/Forward. The opportunity that inevitably follows times of disruption and chaos and the introduction of the brand platform, designed for content and conversation for those leading the future of news.

↘ Execution

A homage to the relentless innovation of The AP and their commitment to telling the stories of tomorrow.

In our 90″ film we created a story of two parts. First we visualised The AP’s strength in capturing those key, history-defining, moments. Shown through a mixture of archive stills and video’s weaved into a light box style of storytelling. Set to the beat of our track and with an inspirational voice over to guide our narrative. We then switched our tone and animation style to the textural, yet dynamic and vibrant look of AP Forward. A homage to the relentless innovation of The AP and their commitment to telling the stories of tomorrow.