The New York Times launched a brand campaign, “Independent Journalism for an Independent Life,” that illustrates how its reporting serves as inspiration and fuel for the unique, independent lives of its readers. Conceived by agency Droga5 New York, the campaign underscores the role The Times plays in inspiring and enriching readers’ lives, showcasing its breadth of journalism and reflecting the uniqueness of those who subscribe to it.
The campaign tells the stories of multiple subscribers, reflecting that what you read can inspire who you are. In the videos, Droga5 took a unique approach “filling the screen with a life,” using The New York Times’ headlines and visual assets to tell the story of the individual reader–weaving together their interests, reading history and personal story, illustrating their independence.
Among the campaign videos is this piece on Vera, a Times subscriber since 1947. Droga5 NY co-creative directors Laurie Howell and Toby Treyer-Evans directed this portrait of Vera.
CreditsClient The New York Times Agency Droga5 New York Tim Gordon, co-chief creative officer; Laurie Howell, Toby Treyer-Evans, executive creative directors & directors; Nico Baumann, sr. copywriter; Inna Kofman, sr. art director; Sara Muchnick, copywriter; Jessica Pester, art director; Lee Pozin, designer; Rachel Hess, sr. designer; Ruben Mercadal, co-head of film and content; Samar Zaman, sr. producer, film; Matthew Mintz, Hugh Copeland, associate producers, film; Mike Ladman, sr. music supervisor; Brad Nayman, Brandy Ricker, music supervisor; Dakota Brockman, sr. producer, interactive; Cliff Lewis, director, art production; Daniel Jackson, sr. producer, art; Harry Roman-Torres, chief brand strategy director; Carmen Von Patterson, strategy director; Justin Schneider, group communications strategy director; Mads Murphy, communications strategist. Production LFR Productions Scott Perry, DP, filmmaker; Anthony Carella, DP; Luigi Rossi, exec producer; Francesco Rizzo, supervising producer; Sean Gordon Loebl, line producer. Editorial Beau, Cut + Run Beau Dickson, Jen Dean, editors; Evan Bahnsen, Chrissy Doughty, assistant editors; Diana Mendez, sr. producer; Marcia Wigley, head of production; Ellese Shell, exec producer; Lauren Hertzberg, managing director. Postproduction The Mill Matthew Engel, exec producer; Claire Stiefel, associate producer; Oisin O’Driscoll, color; Anton Anderson, finishing lead; Laura Nash, Yimeng Sun, designers. Sound Wave Studios Aaron Reynolds, sound designer & mixer; Vicky Ferraro, exec producer; Eleni Giannopoulos, producer. Music Audio Network Music Forever Friends
Director Gia Coppola Teams With Mejuri For “A New York Minute”; 1st Episode Takes Us To The Grocery Store
Mejuri, known for turning fine jewelry into an everyday luxury, has partnered with director Gia Coppola (The Last Show Girl, Palo Alto) and The Directors Bureau in Los Angeles, for the first time reimagining the brandโs story as episodic content. In a series of microfilms, co-created by Coppola and premiering following New York Fashion Week, Mejuri eschewed a typical celebrity campaign and cast us as voyeurs to a group of aspiring young women--real people, not actors--at the crossroads of their adult lives against the backdrop of New York City.
Titled โA New York Minute,โ the series features five real-life friends, who include one perfectly imperfect heroine named Emma. The women celebrate ordinary moments and interactions which reveal, sometimes retrospectively, the extraordinary within the mundane. Adjacent to the brandโs own community, the 30-something year old cast includes Laura Love (Emma), Rebecca Ressler, Natalie Vall-Freed and Rozzi Crane. Mejuriโs jewelry makes an appearance as the best supporting actor.
โWhen I met with Gia and The Directors Bureau team, there was instant creative and personal chemistry and a natural alignment on the desire to push and blur the lines between marketing, storytelling, and the construct of what a โcampaignโ could be,โ said Jacob Jordan, chief brand officer, Mejuri. โGia was able to push that idea into something that truly feels new and artful, with a realism and relatability that almost feels jarring. Gia was such a perfect collaborator and partner, someone I had complete trust in to be a catalyst for Mejuriโs values of celebrating women as their truest selves. I canโt wait for us to continue to tell the next chapters of this story.โ
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