THE NEW YORK TIMES, INDEPENDENT JOURNALISM FOR AN INDEPENDENT LIFE FT. QUESTLOVE

In the second iteration of the ‘Independent journalism for an independent life’ campaign, we looked to move from everyday readers to someone we all know - Ahmir ‘Questlove’ Thompson. This campaign was the first time the New York Times has ever worked with a celebrity for a campaign. In it - we painted a portrait of a curious, polymathic man living a rich independent life fueled by independent journalism. With the video, we created an ecosystem of assets surrounding Questlove’s relationship with journalism that spanned across social, display, OOH and TV.