The New York Times TV Spot

Client: The New York Times Creative Director: Thompson Harrell Production Company: 1st Avenue Machine Directors: Aaron Duffy, Andrew Sloat 

To help launch The New York Times new digital product, NYT Now, we wanted to show how seamless and effortless the experience of it could fit into our lives. To do this, we teamed up with award-winning production company, 1st Avenue Machine to pull off a highly technical, complete "in-camera" approach. It was very important for us to execute this special technique without the crutch of post-production, so that each reveal of the NYT content on screen could stay aligned with the integrity of The Times' "no shortcut" approach to journalism.