the new york times, STORY PORTRAIT.

Building from the foundation of the ‘Independent journalism for an independent life’ campaign, our goal was to create an interactive and social-first extension that handed the idea over to the 9M subscribers of The New York Times. For the first time in the history of the brand, we used the subscriber data in a way that subscribers themselves could engage with. We developed a custom algorithm to process a subscriber’s reading history which automatically created a customized piece of digital artwork that reflected the reader’s own portrait as told via the Times journalism they love. The result was Story Portrait - an innovative, new, typographic product that that pull stories from each individual subscriber’s reading history and paints a portrait of who they are through them. 

Results

1M+ Impressions

223K Portraits Made

85% CTR