In a new spot for The Times, the newspaper’s mission of cutting through the noise becomes literal in a series of news-worthy moments courtesy of STALKR.
“Heart of the Story” showcases memorable and personal vignettes from news stories across the globe, whether it’s a presidential rally, a race, or a SWAT raid, all reduced to one element of sound amidst the cacophonous chaos.
Our creative team reacted in real-time, as we researched through editorial archives, documentary films, sports federations, independent filmmakers and cultural organizations to find footage that met the current events-based brief. Given the juxtaposition of the visuals and the audio, it was impossible to know what would work for the script until we reached the editing phase, which provided a unique challenge and gave an experimental feel to the whole process.
In many ways, STALKR’s involvement mirrored the overall mission of The Times: to hone in on the heart of what is meaningful about the story and let those elements shine. We sought to uncover footage that had a magical component that could allow it to work beyond just the news story to create the lasting impact found in the spot.
Watch above, and find The Times here.
Los Angeles
