The New York Times
My work as creative-at-large helped define the internal and external identity and narrative of The New York Times. It started in advertising, flowed through the newsroom, then extended to brand partners, media and our audience.
I did this in a variety of ways.
Global Assembly and NewFront
Global Assembly and Ad Summit:
The 2018 Global Assembly: Combine & Conquer
As director and producer of our global summit, I define the strategic theme and creative direction of the program. Together with top journalists and advertising leadership we set our editorial ambitions, marketing objectives and articulate the creative vision for the year.
NewFronts
Directing a live 90-minute NewFront is easier when you work with the world's best storytellers. For an audience of more than 400 key partners and industry press, our TimesCenter event details our point of view and spotlights the diverse editorial and advertising ecosystem of The New York Times.
Client Work:
I create campaigns for brands like Spotify, Sprint, Samsung, Intel, Stella Artois and State Street.
The New York Times/Spotify #pressplay
The objective was to spotlight the bundling of Times Digital and Spotify Premium subscriptions. A simple forward slash was employed to align news sections with musical genres and acts. It was a win/win as subscriptions went up and the banner ad won some dignity back.
The Long Con
Sprint wanted a visual taxonomy around rip-offs and lies. We created a talk show called "Liars, Cheaters, Hustlers and Thieves." Hosted by Veep's Reid Scott, it asked big questions before stating: "With so many people trying to rip you off, your phone carrier shouldn't be one of them."
Stella Artois: Host One To Remember
As the executive creative director for this program between T Brand Studio (the Times' in-house agency) and Stella Artois, I guided more than a half dozen disparate agencies to produce a series of documercials that were launched with dinner events that brought the films to life.
The Truth Campaign
The NewFront talk I directed between International Picture Editor David Furst and several Pulitzer Prize winning photographers inspired The Truth campaign video series filmed by Darren Aronofsky.
Being There: One Hundred Years of The Pulitzer Prize and The New York Times
For the 100-year anniversary of the Pulitzer Prize, Publisher Arthur Sultzberger Jr. asked for a short documentary celebrating the relationship between the prize and New York Times journalism for the board of directors. I wrote, edited and directed Being There: One Hundred Years of The Pulitzer Prize and The New York Times.
