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Life Needs Truth: Kim Gehrig Helms Brilliant, Chaotic NY Times Ad via Droga5

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Editors' Choice: The Somesuch director crafts film that's framed around a visual poem with a brilliant jumpy jazz soundtrack

Life Needs Truth: Kim Gehrig Helms Brilliant, Chaotic NY Times Ad via Droga5

Droga5 has launched ‘Life Needs Truth’, a new campaign for the New York Times that looks to show its journalism as part of the fabric of life and the issues of our time - how it can guide us every day, from daily news to podcasts, opinions to cooking, technology to home. The campaign, which is a new iteration of the the newspaper's incredible The Truth Is Worth It campaign, has been brought to life by Somesuch director Kim Gehrig. 

Life itself has come into sharp focus - understanding the world and having the correct facts and the right information have never been more essential than now. The truth can help guide people through life, help people see and help people learn to understand and navigate the current world. Now is the time when the power of good, quality, independent journalism is needed the most. It's this insight that led Droga5 to the ‘Life Needs Truth’ work, which looks to show New York Times journalism as part of the fabric of life and the issues of the current time - how it can guide us everyday, from daily news to podcasts, opinions to cooking, technology to home. The work looks to capture the current time in America through the lens of Times reporting - it responds to the idea that, in times like these, we all need journalism to help us process the world.

The film work is a poem about life crafted from Times journalism and structured over five verses. Built with words lifted from New York Times reporting, the headlines come together to rhythmically tell the story of the time we are living in. Set to the sound of Makaya McCraven’s jazz, his music, combined with the sound of typing, looks to put the infectious rhythm, cadence and rhyme structure of the writing and the story in the viewer’s head. 

As these images, words and sound come together, Droga5 and Kim have captured the energy and breadth of Times reporting and make people feel how, for every part of our chaotic and upended lives, there is a piece of journalism to help bring clarity and guidance to it.

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Client: The New York Times

Campaign: The Truth is Essential

Title: Life Needs Truth

Client: The New York Times

EVP & Chief Operating Officer: Meredith Kopit Levien

Chief Marketing Officer: David Rubin

SVP, Marketing: Amy Weisenbach

Director, Brand Strategy: Iain Newton

Director, Brand Marketing: Lyndsay De Carolis

Executive Creative Director, Marketing: Laura Forde

Creative Director, Brand Marketing: Stina Smith

Associate Creative Director, Brand Marketing: Taylor Gandossy

Managing Director, Marketing & Brand Insights: Brenna King Schleifer

Senior Project Manager: Blair Ecton

Edit: Trim / Cosmo Street

Editor: Tom Lindsay

Assistant Editor: Jacques Simon

Assistant Editor: Ben Elkaim

Assistant Editor: Josh Mannox

Assistant Editor: Alex Morales

Offline Producer: Anne Lai

Offline Producer: Noreen Khan


Agency: Droga5 NY

Creative Chairman: David Droga

Co-Chief Creative Officer: Tim Gordon

Co-Chief Creative Director: Felix Richter

Group Creative Director: Laurie Howell

Group Creative Director: Toby Treyer- Evans

Copywriter: Ben Brown

Art Director: Jackie Moran

Associate Director of Film Production: Ruben Mercadal

Senior Producer, Film: Forrest Holt

Senior Producer, Film: Brandon Chen

Associate Producer, Film: Connor Hagan

Director of Business Affairs: Dan Simonetti

Senior Business Affairs Manager: Ann-Marie Turbitt

Senior Music Supervisor: Mike Ladman

Group Strategy Director: Nick Maschmeyer

SeniorStrategist: Carmen VonPatterson

Communications Strategy Director: Hillary Fink

Group Account Director: Alex Woods

Account Supervisor: Tehjal Suri

Associate Account Manager: Vanessa Foinquinos

Senior Project Manager: Theresa Ganchore

Project Manager: Amanda Cohen


Production Company: Somesuch

Director: Kim Gehrig

EP: Nicky Barnes

Producer: Saul Germaine

Typography: Fraser Muggeridge


Mix: Wave Studios

Sound Designer/Mixer: Aaron Reynolds

Executive Producer: Vicky Ferraro


Music: ‘Requests’ by Makaya McCraven.

Courtesy of: International Anthem Recording Co.

Composed by: Makaya McCraven, Matt Ulery, Marquis Hill, and Tony Barba.

Additional music arranged by: Luke Fabia & Peter Raeburn for Soundtree Music

Additional Sound Design by: Soundtree Music

Music Production Company: Soundtree Music

Post Production 

Post Production: Method Studios

Executive Producer: Bennett Lieber

Flame Artist: Warren Paleos

VFX Producer: Kristin Engdahl


Colour: Electric Theatre Collective

Colourist: Luke Morrison

Colour Producer: Oliver Whitworth

Colour Assistants: Andi Chu & Ollie Thompson


Intro Animation: Animator - Matt Eller

Categories: Media and Entertainment, Newspapers

Droga5 New York, Wed, 19 Aug 2020 15:35:44 GMT