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Headlines Reflect New York Times Subscribers' Lives in Campaign from Droga5 New York

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'Independent Journalism for an Independent Life' illustrates how NYT's reporting serves as inspiration and fuel for the unique, independent lives of its readers

Headlines Reflect New York Times Subscribers' Lives in Campaign from Droga5 New York

Today, The New York Times and Droga5 launched a new 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. By celebrating the role The Times plays in inspiring and enriching readers’ lives, the campaign showcases the breadth of our journalism and reflects the uniqueness of those who subscribe to it.

The campaign tells the stories of multiple subscribers across several ad formats - showing 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. 

The 'Independence' campaign builds off the signature storytelling world for The Times that Droga5 established with the Truth campaign and turns the focus on Times readers for the first time. It features TV, digital, print, out-of-home, social and audio spots, and will start rolling out this month and run through mid-April with planned extensions to come later this year. 

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Client: The New York Times

Campaign: “Independent Journalism for an Independent Life”

Agency: Droga5 NY

Co-Chief Creative Officer: Tim Gordon

Executive Creative Director: Laurie Howell

Executive Creative Director : Toby Treyer-Evans

Senior Copywriter: Nico Baumann

Senior Art Director: Inna Kofman

Copywriter: Sara Muchnick

Art Director: Jessica Pester

Designer: Lee Pozin

Senior Designer: Rachel Hess

Co-Head of Film and Content: Ruben Mercadal

Senior Producer, Film: Samar Zaman

Associate Producer, Film: Matthew Mintz

Associate Producer, Film: Hugh Copeland

Senior Business Affairs Manager: Ann Marie Turbitt

Senior Traffic Manager: Mary Thornton

Talent Manager: May Chee

Senior Music Supervisor: Mike Ladman

Music Supervisor: Brad Nayman

Music Supervisor: Brandy Ricker

Senior Producer, Interactive: Dakota Brockman

Director, Art Production : Cliff Lewis

Senior Producer, Art: Daniel Jackson

Executive Producer, Print : Alyssa Dolman

Chief Brand Strategy Officer: Harry Román-Torres

Group Strategy Director: Thomas Haslow

Strategy Director: Carmen Von Patterson

Group Communications Strategy Director: Justin Schneider

Communications Strategist : Mads Murphy

Group Account Director: Lea Mastroberti

Group Account Director: Alex Woods

Account Supervisor: Amanda Lederman

Account Manager: Anoria Safadi

Project Manager: Amanda Cohen

Client: New York Times

Chief Executive Officer: Meredith Kopit Levien

Chief Marketing & Communications Officer : David Rubin

SVP, Head of Marketing: Amy Weisenbach

Vice President, Creative, Marketing: Laura Forde

Executive Director, Brand Marketing: Chanelle Kalfas

Director, Brand Marketing: Peter Lauer

Managing Director, Marketing Audience Insights: Brenna King Schleifer

Director, Marketing & Media Strategy: Jessica Worthington

Brand Strategy Consultant: Iain Newton

Head of Photo and Art Buying, Marketing: Brenda Hutchings

Director, Project Management, Brand Marketing : Blair Ecton

Project Manager, Brand Marketing: Janelle Whitehurst

Director of Writing, Brand Marketing: Taylor Gandossy

Associate Creative Director, Marketing: Jordan Jacobson

Senior Brand Writer, Marketing : George Chapman Jr.

Designer, Marketing : Jessica Huang

Senior Manager, Photo and Art Buying: Miriam Hsia

Manager, Photo and Art Buying: Karen Sutorius

Associate Photo Editor, Marketing : Aaron Tejada

Senior Manager, Social Video, Marketing: Tessa Modi

Associate Motion Designer, Marketing: Tandis Shoushtary

Senior Manager of Audio, Marketing : Matt Lewkowicz

Audio Producer, Marketing: Sam Posner

Directors: Laurie Howell, Toby Treyer-Evans

Production Company: LFR Productions

Director of Photography, filmmaker: Scott Perry

Director of Photography: Anthony Carella

Executive Producer: Luigi Rossi

Supervising Producer: Francesco Rizzo

Line Producer : Sean Gordon Loebl

Editorial: Beau, Cut + Run

Editor : Beau Dickson

Editor : Jen Dean

Assistant Editor: Evan Bahnsen

Assistant Editor: Chrissy Doughty

Senior Producer: Diana Méndez

Head of Production: Marcia Wigley

Executive Producer : Ellese Shell

Managing Partner: Lauren Hertzberg

Post Production: The Mill

Executive Producer : Matthew Engel

Associate Producer: Claire Stiefel

Color: Oisin O’Driscoll

Finishing Lead: Anton Anderson

Designer: Laura Nash

Designer: Yimeng Sun

Sound Design : Wave Studios

Sound Designer & Mixer: Aaron Reynolds

Executive Producer: Vicky Ferraro

Producer: Eleni Giannopoulos


Jordan: Spindrift from the album “All This I Do For Glory” Colin Stetson

Lianna Electronic Fiction: APM Music

Vera: Forever Friends, Audio Network Music

Becky: Portofino 4, Raymond Scott

Yassmin : Tiny Sprite


Photographer : Yana Yatsuk

Production Co : Lost Artist Studios

Producer : Bryan McNulty

Genres: People

Categories: Newspapers, Media and Entertainment

Droga5 New York, Tue, 08 Feb 2022 10:49:23 GMT