Associated Press

Brand Overview Video


The AP wanted a video that captures its news services across print, broadcast, and digital media. Although the Associated Press has partnered with Magnet on several videos showcasing different aspects of the AP’s brand, they have never created a single video that covers everything the AP does with a single story line. The AP wanted the video to be consistent with style established by previous digital videos.


Magnet worked with different divisions within the AP to script and identify the key service areas. The teams collaborated closely to script a cohesive message for the video, and worked together to gather compelling content from AP’s archive to tell that story.

Magnet used high-impact animation and editing to create a highly effective and emotional piece that remains in concert with the other videos Magnet produced for the AP.


The AP showed the video at a company-wide town hall, and has used it at trade shows and conferences to showcase all of its services. The video has become a calling a card for the entire organization, being used for the AP’s marketing efforts as well as to train new hires. The AP is having Magnet translate the video for use in the Chinese market.

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