The initial idea was to showcase the journalist's rigours as he toils through the day to get his story. The crux of the communication was to highlight that all this effort is futile if his work is showcased a day late in a newspaper. In today's age of technology and heavy dependency towards digital media, his efforts seem obsolete. This is where we struck upon the idea of shooting it in 'film noir' style. The dramatized, one source of lighting used in the films through 1940's and 50's had a special appeal to it. To do justice to the style (and pay our homage), we opted to shoot on film (35 mm) instead of digital.

Agency: Contract Advertising
Chief creative officer: Ravi Deshpande
Creative director: Ravi Deshpande
Copywriter: Ravi deshpande, Sahar Sehgaal, Soumil Shetty
Art director: Ravi Deshpande, Salil sojwal
Account management: Arjun Sengupta, Anish Kotian, Namrata Baruah
Director: Razneesh Ghai (Razy)
Director of photography: Tasaduq Hussain
Producer: Anju Vaswani
Associate producer: Bhavna Singh
Art: Anita, Donald
First assistant director: Glycen Lewis
Second assistant director: Soumil Shetty
Music: Kartik Shah
Voice-over artist: Soumil Shetty

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