Masterful editing and sound design help NYT’s campaign truly stand out

The New York Times ‘It’s Your World to Understand’ elevates the brand and genuinely stopped me in my tracks, says Guy Moore, founding partner at Creative Coalition.

The New York Times’ latest campaign is designed to illustrate how the publication’s journalism and suite of products empower individuals to gain a richer comprehension of the world around them.

What’s it all about?

Launched on August 25, the effort marks the first major output from the Times’s new enterprise marketing platform, aiming to broaden the brand’s appeal by showcasing its role in everyday life, from global news to personal passions like cooking and games.

Developed in partnership with the independent creative agency Isle of Any (which was founded earlier this year by former Droga5 executives Toby Treyer-Evans and Laurie Howell), the campaign builds on previous efforts like ‘The Truth Is Worth It’ and ‘More of Life Brought to Life’.

Isle of Any’s involvement reunites the creatives with the Times, where they previously contributed to award-winning work, bringing a fresh yet familiar approach to positioning the brand as an essential daily companion.

At the heart of the campaign is a captivating hero film directed by Camille Summers-Valli of production company MJZ, which invites viewers to “stop in their minute” and reframe their time through engagement with the Times.

The spot blends scenes of daily life with seamless integrations of Times content.

Guy's take

The spot had me from the start. 

'Hey. Hold on. This is your minute.' What a fabulous beginning to a film that interrupts a cacophony of voices on a blank white screen as a discreet piece of type reads ‘10.37am’, before marking several other moments in time, as the slow-motion effects give way to faster cuts.

'It's your minute in this life, on this day' is a powerful universal message, and the editing throughout is flawless, with fantastic sound design, a well-composed typeface and copywriting.

The colourful graphics are artfully produced and complement the beautifully observed scenes of all the things you can ‘achieve this very moment’.

It stopped me in my tracks and made me think… 'Now, how can I better the piece of work I'm currently working on?'

Fantastic stuff.