NEW YORK TIMES, INDEPENDENT JOURNALISM FOR AN INDEPENDENT LIFE

After years battling the attacks of misinformation, this campaign was the first in New York Times history to turn the spotlight onto the readers. Blending Times journalism, captured footage, sound, voice and the careful assembly of headlines - we looked to paint a portrait of the rich independent lives of each reader and how it can be fueled by independent journalism. The work is was an massive ecosystem of 60+ Assets in a nationwide campaign spanning across New York, Chicago, Los Angeles, Washington DC and Atlanta. The creative was built around a single visual and storytelling idea that ran through film, print, social and experience in 2022.