THE FIFTH launches Studio 5 to expand creative production capabilities


THE FIFTH, a multi-award winning global social and influencer marketing agency owned by News UK for the UK, today announced the launch of Studio 5, a full-service creative production studio.

Studio 5

The new division was formed after THE FIFTH brought the celebrated creative production and artist representation agency Studio PI into their portfolio late last year.

Award-winning agency Studio PI was founded to elevate and drive equitable inclusion for visual artists from underrepresented backgrounds.

THE FIFTH’s existing presence in the US, means that Studio 5 can immediately expand into both markets. Studio 5 will offer a comprehensive suite of visual production services spanning live-action video, photography, animation, illustration, graphic design and experiential production.

Rooted in Studio PI’s commitment to inclusion and representation, Studio 5 centres around a set of core commitments, including the discovery and platforming of new diverse talent, inclusive crew sourcing, an empathy-led shoot culture, the creation of professional pathways for underrepresented creatives, and up-skilling initiatives.

“At THE FIFTH, we’ve always been committed to engaging diverse creators and promoting inclusion in the influencer marketing space,” said Oliver Lewis, CEO of THE FIFTH.

“With the launch of Studio 5, we’re doubling down on that mission and bringing industry-leading creative production capability in-house. Studio 5’s resources will allow us to create even more culturally impactful content for our clients.”

Darren Sital-Singh, Managing Director of Studio 5, previously of Studio PI, added: “I’m thrilled to integrate our production capabilities into THE FIFTH as we formally launch Studio 5.

“Together, we’ll combine our passion for inclusivity with best-in-class creative execution to deliver genuine, narrative-driven branded content that moves audiences.”

The 2024 Hollywood Diversity Report revealed that only 22.9% of film directors identify as a person of color and less than 10 percent of creatives in the UK are from a working class background.

While the UK’s creative economy generates more than £12 million per hour, the value is captured by a minority.

A small homogenous group captures a disproportionate percentage of senior creative roles. The lack of representation has created a gap in the industry. Without lived experience behind the camera, brands struggle to tell resonant stories with niche audiences.

“There’s a huge opportunity for brands to better connect with diverse audiences by embracing authentic voices and perspectives in their marketing,” said Lewis.

“Studio 5’s representation-first approach to production will allow us to craft culturally attuned campaigns that drive real brand affinity.”

The Studio 5 launch expands THE FIFTH’s end-to-end influencer and social marketing capabilities, which span influencer partnerships, social strategy, creative, campaign execution, paid media, measurement and innovation.