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Droga 5 was revisiting "The Truth" for a new 2020 campaign for the New York Times. It was going to be a followup to their previous "The truth is worth it" campaign. However, due to the pandemic, the campaign was scrapped.

I was brought in for an ideation/design sprint to develop the art direction, tone, and visual style for the campaign. The new campaign honed in on the truth through the phrase "The truth is a good place to start." This campaign focused on the way that news is interpreted through conversation. Below are 5 of the 47 concepts I developed.


CLIENT : NEW YORK TIMES


PROJECT TYPE :CAMPAIGN, STRATEGY