Everyone at BBD Perfect Storm is thrilled to unveil our latest collaboration with leading law firm and long standing client, Mishcon de Reya – a bold new campaign that reimagines how the firm presents itself to the world.Building on the success of our previous platform for Mishcon, The Law of Tomorrow which had a future-ready focus, this new campaign marks a powerful evolution in tone and purpose.
‘We Find Our Edge at the Edge of What’s Possible’ reaffirms Mishcon de Reya’s relentless commitment to helping clients navigate an increasingly unpredictable world. Whether representing entrepreneurs, global corporations, or high-profile individuals, Mishcon’s lawyers approach every challenge with a deep personal investment – treating each client issue as their own.
We set out to capture that intensity and personal dedication in a campaign that’s as distinctive, provocative, and uncompromising as Mishcon itself. Partnering with animation studio Rabid Rat, we developed stark, high-contrast visuals and paired them with daring headlines that dramatise the firm’s boldness, creativity, and constant drive to push beyond limits.
Disruptive in both design and tone, the campaign reinforces Mishcon de Reya’s reputation for standing apart – for going further, caring deeper, and fighting harder for every client. As expressed in the brand’s enduring ethos: It’s business. But it’s personal.
Rolling out across OOH (including standout London Underground installations), print (The Economist, Financial Times), digital (FT.com), social (LinkedIn), and internal activations, the campaign sets the stage for a second phase launching in January 2026. Messaging spotlights Mishcon’s core practice areas – firmwide disputes, large corporations, and the innovation economy – while exploring themes of entrepreneurialism, technology, empathy, and commitment.
As our CEO Jason Foo explains:
“Mishcon de Reya has never been afraid to stand out amongst its peers, in every sense. We wanted to develop work that both reflected their incredibly personal approach to relationships alongside the edge they bring to the way they represent their clients. This campaign really underlines this in a suitably provocative, disruptive and also intriguing way.”
Elliot Moss, Partner and Chief Brand Officer at Mishcon de Reya, adds:
“At Mishcon de Reya, we’ve always engaged with our clients as people first. In the past we’ve spoken about preparing for the future, but the reality is our clients need support now—in a world that is more complex, volatile and demanding than ever. This campaign captures that essence and is grounded in the values that have always defined us.”Launched in October, We Find Our Edge at the Edge of What’s Possible exemplifies BBD Perfect Storm’s commitment to creating culturally resonant, strategically disruptive work that transforms how brands connect with the world.
