The New York Times - Immerse Yourself
Let Your Mind Unfold
The Project
The New York Times commissioned us to create a series of promotional videos highlighting both their digital and print offerings. Our task was to showcase the NYT app's user experience and emphasize the engaging nature of their physical newspaper, all while reinforcing their brand message of expanding readers' minds.
Our Approach
We developed a dual strategy to address both the digital and print aspects of The New York Times. For the app, we created three tabletop videos that visually aligned on-screen content with carefully art-directed scenes, demonstrating the app's intuitive interface and diverse content. To promote home delivery, we produced two spots featuring different couples immersed in the physical paper, embodying the tagline "Let Your Mind Unfold." This approach allowed us to highlight the unique benefits of each format while maintaining a cohesive brand message. By focusing on user interaction - both digital and tactile - we aimed to showcase how The New York Times fits seamlessly into readers' lives, regardless of their preferred medium.
Client: The New York Times
Project Type: Promos
Deliverables:
Five promotional videos for The New York Times:
Three tabletop videos centered on The New York Times digital subscriptions
Two videos centered on The New York Times home delivery
Optimized for multi-platform digital distribution