Reel Ad of the Week: Droga5’s New York Times film

Do you know who Rukmini Calamachi is?

If you don’t, you will after watching the next film in Droga5’s latest effort for The New York Times.

The latest compelling film in “The Truth Is Worth It” campaign series – Fearlessness – continues to show the great lengths The New York Times journalists go to unlock the truth, despite the increasing dangers and threats that stand in their way.

Helmed by Furlined’s directing pair Martin + Lindsey, the film explores one of the biggest journalistic subjects of our time, global terrorism and the caliphate of the Islamic State.

Think of this as watching the real version of Showtime’s Homeland… in two minutes.

It follows Rukmini Calamachi – a leading reporter in this field – and explores the constant risk, fearlessness and instinct she requires to follow the truth from home soil to warzones, on-the ground and in life threatening situations, developing sources and information across the globe – just to give us a better understanding of the truth.

Rukmini Callimachi is one of the world’s leading reporter’s on ISIS and The Caliphate – developing leads in Iraq, across the Middle East and the US. She has traveled to Iraq several times in the process of reporting this story, visiting dangerous areas on multiple occasions, including trips to Mosul and nearby areas where she encountered live fire.

Rukmini would often make herself one of the first people to a site after Iraqi forces had cleared it. She did this in order to get information in ISIS before intelligence cleared it out. In trying to gather information on ISIS, Rukmini visited over 150 sites, scouring the area for documents, files, and just about anything she could find. Watch below:

ALSO READ: Accenture Interactive acquires Droga5

A piece of information from her translator led to a key discovery of the ISIS files which were found in a nondescript briefcase, which was captured amongst the rubble of a destroyed building in the last square mile of ISIS controlled Western Mosul.

The films are centered on the thought that “the truth doesn’t report itself” or the idea that you need a journalist with journalistic drive to bring the truth to light. The films themselves feature dynamic text set on top of video clips and stills that depict the story being created and the first person process of the journalist.

The evolving type technique reflects the psychology and thought process of The New York Times journalist—deliberately written in headline case, it changes, moves, deletes and rewrites as we mimic the journalists’ journeys as they chase the truth. The twists and turns of the footage and type ultimately fall into place to make up the final headline that was originally run by The New York Times.

The “Truth Is Worth It” campaign brings to light the bravery, perseverance and rigor that it takes to be a New York Times journalist and ultimately how that delivers on The Times’s mission to help people better understand their world – the subscription and the truth are worth it.

 
Credits
Client: The New York Times

ANIMATION COMPANY: Significant Others
   ANIMATOR: Phil Brooks

Source: Droga5