We Find Our Edge at the Edge of What’s Possible

Leading law firm, Mishcon de Reya has unveiled a striking new advertising campaign created in partnership with brand and cultural transformation company BBD Perfect Storm. This new campaign is a bold evolution of strategy from their previous one the ‘Law of Tomorrow’, which emphasised how the firm helped their clients be future-ready.

"We Find Our Edge at the Edge of What’s Possible" is a restatement of Mishcon de Reya’s unwavering commitment to serving their clients in a volatile world.
Whether representing entrepreneurs, large corporates or high-profile individuals, Mishcon de Reya’s lawyers treat a client’s problem as a personal one. They are bold and unconventional in thought and action. This campaign dramatises that personal commitment through stark, high-contrast visuals, crafted with animation studio Rabid Rat, and provocative headlines that reflect the firm’s relentless drive and creative problem-solving.

Disruptive in design and tone, the campaign continues Mishcon de Reya’s reputation in the legal sector for serving clients with an extra level of commitment and fiercely defending their interests. And as ever, the brand's ethos remains clear: It’s business. But it’s personal.

The campaign spans OOH (including London Underground installations), print (The Economist, Financial Times), digital (FT.com), social (LinkedIn), and internal activations, with a second phase to follow in January 2026. Messaging will spotlight core practice areas including firmwide disputes, large corporates and the innovation economy, and themes such as entrepreneurialism, technology, empathy, and commitment.

Jason Foo, CEO of BBD Perfect Storm said:
"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. As the firm grows, it’s vital that we stay true to what sets us apart: a personal investment in our clients’ problems and a broad-minded view of the world. This campaign captures that essence and is grounded in the values that have always defined us.”