​Craig Ainsley directs The New Way for OneDome​

OneDome has launched its first ATL campaign, The New Way, introducing its flagship Homebuyer Service, the first solution of its kind in the UK, designed to transform the home buying experience. 

The campaign draws on a clear cultural truth: buying a home remains one of life's most stressful and emotionally draining experiences, shaped by generations of stories about complexity, delays, and uncertainty.

Directed by Craig Ainsley of Arts & Sciences, the creative contrasts generational anxiety with OneDome’s streamlined, transparent alternative. Inherited horror stories from older generations reveal how perceptions persist, positioning OneDome as an effective solution for modern homebuyers through humour and relatability. 

The campaign is the debut creative work delivered under Stagwell's Goodstuff integrated accelerator model, which bolts creative sprint teams onto a media platform to deliver specific outcomes like creative platform development, fame generation or data integration. 

For OneDome, that team is led by fellow Stagwell agency Forsman & Bodenfors. Backed by OneDome's £7.5 million media-for-equity partnership with Channel 4, the work signals a more integrated, agile model bringing together media, strategy, and creative in one unified proposition.