| Story | In a time when the truth is being twisted, bent and sometimes forgotten, we needed to shine a light on the untold rigor that The New York Times puts into bringing deeply-reported, high-quality journalism to the world. The campaign brings to light the bravery, perseverance and rigor that it takes to be a New York Times journalist and ultimately how that it delivers on The Times’s mission to help people better understand their world - the subscription and the truth are worth it. The films are centered on the thought that “the truth doesn’t report itself ”or the idea that you need a journalist with journalistic drive to bring the truth to light. The films themselves feature dynamic text set on top of video clips and stills that depict the story being created and the first person process of the journalist. The evolving type technique reflects the psychology and thought process of The New York Times journalist—deliberately written in headline case, it changes, moves, deletes and rewrites as we mimic the journalists’ journeys as they chase the truth. The twists and turns of the footage and type ultimately fall into place to make up the final headline that was originally run by The New York Times. |