Honesty, integrity, accountability. These are not just buzz words of CBS News’ new image campaign, but the fundamentals of journalism, which CBS says sets it apart from other news teams on TV.

Viewpoint Creative’s campaign (above) features images of anchors and reporters at the news desk and in the field, all serving multiple roles in news gathering and reporting while sticking to these three fundamentals.

CREDITS:

CBS NEWS:

SVP & Creative Director: Dave McCoy

VP Marketing, Advertising & Promotion: Julie Haaland

Writer/Producer, Special Projects: Justin DiLauro

Audio Producer: Eric Casimiro

VIEWPOINT CREATIVE:

Executive Creative Director: Michael Middeleer

Creative Director: Jon Busch

Creative Director: Ted Roberts

Editorial & Composite Director: David DiNisco

Designer: Jonathan Ouellette

Animator: Michael Barrett

Editor: Peter Bowring

Assistant Editor: Jack Sheehan

Audio Engineer & Sound Design: Todd Hrinda, Brian Smith

Executive Producer: David Shilale

Producer: Dana Isenberg

Associate Producer: Abbey Daniel-Green

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