How can brands tell complex stories in ways that genuinely move people? What does creative drama offer that conventional articles and social posts cannot? And, as artificial intelligence reshapes media, how can storytellers embrace new technology without losing empathy, judgement and human connection?

In this episode of Just Curious, hosts Nicky Regazzoni and George Blizzard speak to Juliet Riddell, Head of New Formats at the Financial Times and the creative force behind its Standpoint series. Juliet explains how journalism can draw upon drama, animation, music, poetry and live performance to reach audiences in unexpected and emotionally resonant ways.

Juliet discusses projects including Capture, starring Jodie Whittaker, and Recall Me Maybe, featuring Stephen Fry, explaining how fictional storytelling can illuminate issues such as online safety, dementia, identity and AI. She also reveals what commercial brands can learn from foundations and not-for-profit organisations that grant storytellers genuine editorial freedom. Rather than controlling every detail, courageous partners can create space for surprising, distinctive work that stimulates meaningful debate and builds trust.

Juliet makes the case for combining factual integrity with responsible emotion, using empathy and compassion to help audiences understand complex truths and see familiar issues differently.

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