The Spinoff Group has announced the founding of Daylight Creative, a content studio that takes the lessons The Spinoff has learnt as a creative digital publisher and makes them available to brands, NGOs and agencies.
This new studio has been built on the publication’s founding principle that in the social web era, all organisations are publishers – but most struggle to know exactly what that means.
Daylight Creative has grown from The Spinoff’s original commercial team and the work of Toby Morris and Dr Siouxsie Wiles during the first national lockdown in March 2020. This work was noticed by the World Health Organization, which then became one of Daylight’s foundational clients.
Initially compromising brief animations, the relationship has since swelled to encompass data visualisations, short-form documentary, editorial writing, social content and much more, all translated into dozens of languages and receiving millions of impressions from around the world.
Daylight’s work for the WHO was moving and meaningful, quickly attracting other partners, including the Department of Prime Minister and Cabinet.
Duncan Greive, founder and CEO of The Spinoff Group, says the evolution of The Spinoff’s commercial arm into Daylight Creative reflects the radical changes seen in the marketing, advertising and communications industries. “Over the past decade or so, social media, streaming, smartphones and a huge splintering of audience behaviour has rendered mass culture largely obsolete,” he says.
“This creates huge opportunity and equally large risk for organisations that fail to grapple with this complexity. We believe the scope, ambition and capability of Daylight is ready for the challenges of communication in the digital age.”
In a press release issued today, the publication says that Daylight Creative is very deliberately a studio, not an agency, creating work according to specific briefs from clients and molding the resources required around that brief. It specialises in editorial forms – accessible writing, podcasts, social video and tiles, data visualisation, documentary film, illustration and animation.
“An offering like this hasn’t existed in the New Zealand marketplace since the departure of Vice. It’s amazing to be able to share the launch of an independently and locally-owned creative studio whose work is already being shared on the global stage,” adds Lee Lowndes, GM of Daylight Creative.
Lowndes is former Group Business Director at Colenso BBDO, and brings experience with The Monkeys in Australia and AMV BBDO in London. She works alongside Julia Arnott-Neenee, former global social strategy lead at HP in California and co-founder of the social enterprise PeopleForPeople.