The New Yorker
”The Right Question Changes Everything”

To mark The New Yorker’s 95th anniversary, the agency of Condé Nast, CNX, launched the title’s first-ever advertising campaign. “The Right Question Changes Everything" celebrates some of the magazine’s most iconic writing. The campaign was built around the magazine’s ethos and relentless approach to editorial, because what makes The New Yorker different, is the way in which it’s writers wield their questions. This campaign champions that process and those questions and the consequential work they lead to — featuring some of the best writers of today, including
Ronan Farrow, Jia Tolentino, Annie Proulx and Malcom Gladwell.

Creative Directors

Design Director
Art Director
Writer
Producer

Ben Yabsley
Mindy Benner
Mark Rolli
Rachel Ellam
Victoria Probert
Jenni Schalk

“Losing Religion and Finding Ecstasy in Houston"

By Jia Tolentino

 In her piece, “Losing Religion and Finding Ecstasy in Houston,”
Jia Tolentino weaves her words with rhythm as she explores her relationship with religion, drugs and music as she came of age in Houston, listening to DJ Screw in the parking lot of a megachurch. This writing went on to appear in Tolentino’s award-winning book of essays, Trick Mirror: Reflections on Self-Delusion. To bring this drug-induced awakening to life, we collaborated with artist Shawna X, and recorded the story with Tolentino’s own voice.