Pure News
Reuters uses Gen AI to prove why verified news matters most.
Project Overview
Facing an environment where 73% of US readers worry about fake news, Gravity Road created the first video campaign in Reuters' 175-year history. The work, “Pure News, Straight from the Source,” addresses rising public skepticism and the threat of generative AI.
The campaign uses water as a metaphor: information becomes cloudy the further it travels from its origin. The film dramatically switches from cinematic craft and clouding Gen AI imagery (demonstrating how easily falsehoods are created) to verified, on-the-ground Reuters footage. This sharp contrast re-establishes the organization as the essential, unbiased origin of global facts.
The strategy is designed to reassert the commercial value of subscribing to independent journalism, assuring paying audiences they receive unvarnished truth and empowering readers against a flood of unverified content. This tight narrative is critical for subscription growth and retaining trust.
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