The New York Times
Role
Concept, art direction, design
Deliverables
Campaign concept, Key visual, Headline
The brief
I developed this during an agency internship, as a pitch concept for The New York Times. The goal was to dramatize the paper's promise of honest, unfiltered journalism in a single out-of-home execution.
The idea
“We tell it how it is.” A weapon, rendered entirely out of the words of the very reporting that documents it. From a distance you read the threat; up close you read the reporting it's made from.
The craft
The artwork is built from real article text shaped into the silhouette, set against a clean field so the typographic image carries the whole frame. Restraint was the point: one image, one line, the masthead, nothing else.
The work
Like what you see? Let's make something together.
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