To build on the first wave of creative which highlighted a diverse group of real New York Times subscribers,The Times wanted to continue integrating different types of subscribers, dimensionalizing the idea that The Times is inspiration for the unique lives of its subscribers. The goal was to drive continued engagement and reignite buzz around the campaign by leveraging a high profile subscriber with cultural cache, particularly to The Times’ curious audience.

The concept, and many elements of this film, meant the direction had to work in a unique way by bringing multiple disparate layers together to tell a deep and personal story of the subject, and connection to Questlove. The blend of sound, type and voice along with the rhythm of the live action and still imagery from the Times all work together in a way that is impactful and cumulatively tells the story as we watch film. Adding to this, the eye needed to be drawn through the format of the page, from top to bottom, deliberately and consciously in the way that the shots were made, placed and stitched together.

The story of our high-profile subscriber, Questlove, drove the highest-ever level of positive brand perception.

As a whole, the campaign increased brand perceptions of breadth and relevance, and drove greater earned reach than any prior brand campaign.