‘The Truth is Worth It’
The New York Times
The stories behind the stories, everything that makes the truth worth it.
Award winning multi-year campaign for The New York Times that sheds light on the journalists behind the journalism and why it's all worth it. The D&AD Black Pencil winning campaign shows the rigor, guts, nous, nose and perseverance that goes into each headline - finding the truth wherever it may be and bringing it back in word form for the world to read. The campaign spanned film, print, partnerships, podcasts and installation.
Creative Direction, Copywriting, Art Direction, Direction, Design
‘Perseverance’ In this film we shed light on Caitlin Dickerson and how she found that the government had been separating families at the Mexican border, despite public denials.
‘Fearlessness’ In this film we tell the story of Rukmini Callamachi and how she spent years following leads to the very end to get under the under belly of the Islamic State.
‘Courage’ In this film we bring to life the plight of Azam Ahmed, who continues to report fearlessly in the face of threats from the Mexican government.
‘Rigor‘ In this film we tell the story of a three-strong team and how over nearly two years they dug and dug and found Donald Trump had lied about his taxes.
40 minutes at 400c It’s not just genocide and governments, pies get the same rigorous New York Times treatment.
‘Resolve’ In this film we tell the story of Hannah Beech and how she followed her nose to find the truth in Myanmar.
‘Commitment’ In this film we tell the story of a team of journalists who exposed the corruption in the MTA.
‘Witnessing’ In this film we tell the story of Nicholas Casey and Josh Haner and their investigative work in the Galapagos.
Going deeper Across all social channels and media, the films were supported with work that gave more depth to the journalists and their stories.
