THE ASK

Present ONE project to the team and explain…

  1. How you took a complex subject and communicated it simply

  2. An example of work that marketed to 45-55-year-old affluent men

  3. How you created great video content within a group of contributors 

The New Yorker
“The Right Question Changes Everything”

1. To mark The New Yorker’s 95th anniversary, my team at Condé Nast launched the title’s first-ever ad campaign. The challenge was mighty— The New Yorker is a complex, multi-faceted beast spanning genres, opinions, platforms, and beyond. So how do we distill such a vast complexity like The New Yorker and turn it into a campaign? Channeling what makes them different. Which, at The New Yorker, is the way their writers wield their questions. “The Right Question Changes Everything" celebrates some of the magazine’s most iconic writing in its “simplest” form. Because at the beginning of any New Yorker article, is a writer with a pen asking the right questions.

“From Aggressive Overtures to Sexual Assault:
Harvey Weinstein's Accusers Tell Their Stories" by Ronan Farrow

2. With a campaign audience consisting of affluent, middle-aged men, my team realized a successful campaign rode on the magazine’s ethos and relentless approach to editorial—championing that process, those questions, and the consequential work they lead to—by featuring some of the best writers of today, including Ronan Farrow, David Sedaris,
David Remnick, Andrew Marantz, Jelani Cobb, Annie Proulx, Malcolm Gladwell, and more.

“Losing Religion and Finding Ecstasy in Houston" by Jia Tolentino

3.
Behind the campaign was a collaborative and incredible group that worked through 3 timezones, a global pandemic, and office shutdowns.
The results? Gold at Digiday 2020.

The Team
Creative Directors: Ben Yabsley + Mindy Benner
Senior Art Director: Rachel Ellam
Senior Writer: Victoria Probert
Design Director: Mark Rolli
Designer: Melissa Ito
Account Director: Meghna Mathur
Strategist: Brendon Volpe
Producer: Jenni Schalk
Production Company: 1st Ave Machine
Visual Artist: Dave Maruchniak
Illustrator: Shawna X
Music: Future Perfect