ABOUT

The Truth Takes a Journalist campaign launched at a time when readers were looking to connect to The New York Times in a deeper way, outside the daily news cycles that helped us navigate a pandemic and election year. The film takes that small, two-letter word you see on every piece of journalism in The New York Times–by–and fills it with depth, humanity and dimension. It celebrates the unique human beings behind the reporting, bringing us closer to them as humans, and showing how that humanity gives The Times’s journalism great depth, richness and color. The compositional narrative is anchored by the word "by" – as it changes typographically, we're thrown into a new world, connecting viewers to the word, the journalists, and the spaces they occupy. The scenes weave together into a winding emotional journey, showing the complex, turbulent and rewarding relationship journalists have with their journalism, coming together to represent the 1,700 contributors who live to bring us the truth every day. The campaign included a suite of assets targeting younger, curious readers that ran across TV, OLV/OTT, social, digital and OOH.