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 music serves as the spine of our films, leading viewers on a playful journey through The New York Times, leaving them with the feeling that they’ve traveled through multiple topics with ease and a smile on their face. It flexes to the emotion of the storytelling points and builds energy over the course of the spot—all the while, carrying a sense of inquisitiveness. The music combines seamlessly with the soundscape and onscreen visuals to immerse our viewers in a world expanding across the senses.

Our communications approach reflects the curious minds of our readers. Our campaign launched across high impact, culturally relevant media moments such as the NBA Finals and Red Carpet Coverage of the Met Gala. We extended our reach across social channels, where real-time content and conversations about these cultural moments are taking place.

All-access digital subscriptions are a cornerstone of The Times’s business objective as it brings together all the products that serve our audience in multiple aspects of their life and interests (News, Cooking, sports with The Athletic, product recommendations with Wirecutter, and Games). Our brand campaign sought to build momentum around The Times’s essential subscription by highlighting all that The New York Times has to offer.