The New York Times’s objective is to become the essential subscription for every curious, English-speaking person seeking to understand and engage with the world. However, as the world is increasingly more complex and layered, it can feel hard to connect to, and feel like you truly understand the life happening around you.

Our campaign looks to expand how people think about The Times. It is designed to drive Brand Affinity among our audience by helping them to see that when it comes to understanding their interests and the topics that shape our rapidly changing world, The New York Times more than anyone else invites them to go deeper.

The sound was designed to represent the journey a reader takes when the topic of “Sneakers” launches them across all the wonderful and eclectic journalism housed within the New York Times. The type routes and signals our journalism, sound bites give context to articles and sfx are designed to take us from topic to topic in delightful, informative and emotional ways.

Throughout, the sound design compliments the rhythm and key of the music, pulling you through from topic to topic. Never overpowering journalism, but always aiding its message—the music, which steadily grows, combines seamlessly with New York Times imagery, immersing our viewers in a world expanding across the senses.