ABOUT

This campaign shifts focus to Times subscribers for the first time, showing that what you read can inspire who you are. Telling the stories of multiple subscribers, this campaign celebrates the point where their curiosity collides with our independent journalism—helping to inspire rich, unique and interesting lives. In film, we paint a picture of each subscriber through New York Times headlines, using journalistic imagery, typographic sound design and shot film to 'fill the screen with life'. Toggling between moving image and static imagery—life and journalism—the stories weave together the subscriber's interests, reading history and personality to illustrate their unique life , and show how their interactions with The Times has helped shape it. The rhythmic prose of the connected headlines is supported by the voices of the subscribers themselves, bringing you closer to their worlds. Every reader's film uses its own distinct music track that helps capture who they are, with found audio punctuating the most impactful words and moments of their stories. The sound effects were thoughtfully designed to be woven into a tapestry of their lives, threading together their voices, sound design, music, and audio bites into a unique soundscape that makes each subscriber's story richer, while adding more context to every headline and showing how their life collides with our independent journalism. Just like life, the films are dense with layers, meaning and idiosyncrasies. The more you watch them, the more you learn about the subscriber experience—leaving you with a better understanding about the breadth of The Times’ journalism, and the independence it helps fuel in its readers.