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 branded 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 its writers wield their questions. We wanted to champion that process, those questions, and the consequential work they lead to — by featuring some of the best writers of today, including Ronan Farrow,
Jia Tolentino, Annie Proulx, Malcolm Gladwell, and more.
The Condé Nast Team
Creative Directors: Ben Yabsley + Mindy Benner
Design Director: Mark Rolli
Designer: Melissa Ito
Senior Art Director: Rachel Ellam
Senior Writer: Victoria Probert
Producer: Jenni Schalk
“From Aggressive Overtures to Sexual Assault: Harvey Weinstein's Accusers Tell Their Stories"
By Ronan Farrow
This film is a consolidation of Farrow’s three-part exposé for The New Yorker that was the foundation of the preceding and bestselling book, Catch and Kill. At The New Yorker, the purpose of this work wasn’t to highlight the rise of a monster, but rather, create a platform for the incredibly strong group of women who defeated one. I wanted this film to focus exclusively on the words of these women, as it is their perseverance, in spite of all the consequences, that helped push our society to be better —igniting a movement.
Production Company: 1st Ave Machine
Visual Artist: Dave Maruchniak
“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 using Tolentino’s own voice.
Illustrator: Shawna X
Music: Future Perfect
