The Spinoff Group launches content studio Daylight Creative

Paige Murphy
By Paige Murphy | 2 June 2021
Left-right: Simon Day, Julia Arnott-Neenee, Duncan Grieve, Alba-the-dog, Toby Morris, Lee Lowndes.

New Zealand independent digital publisher The Spinoff Group has launched a new content studio Daylight Creative.

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 saw the World Health Organization (WHO) become one of Daylight’s foundational clients.

The relationship with WHO initially began with creating brief animations but has since expanded to include data visualisations, short-form documentary, editorial writing, social content and more.

The work has been translated into dozens of languages and received millions of impressions from around the world.

The content studio has since attracted other clients including New Zealand's Department of Prime Minister and Cabinet. 

It has also grown its relationship with some of its longest serving clients for The Spinoff including Kiwibank, Flick Electric and Vodafone.

The Spinoff Group founder and CEO Duncan Greive 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,” Grieve 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.”

Daylight Creative is 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.

Daylight Creative is led by general manager Lee Lowndes, who was the former group business director at Colenso BBDO.

She 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.

They join the creative team, led by the incomparable Toby Morris, creative director of The Spinoff Group, editorial director Simon Day, and a team of account directors, illustrators, designers and writers.

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