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MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1x ART DIRECTOR
2x COPYWRITERS
3x DESIGNERS
PROBLEM
THERE WERE 5 DIFFERENT GOALS WE WERE TRYING TO FIT INTO AN AD: INFORM PEOPLE WHO WE ARE, WHAT IS THE GAME, HOW YOU PLAY, AND DRIVE THEM TO PLAY SPELLING BEE, HIT THE PAYWALL AND GET A NEW YORK TIMES GAMES SUBSCRIPTION. ALL ON A 3-DAY TIMELINE!
SOLUTION
KEEPING IT SHORT AND HAVING CLARITY OVER CLEVERNESS WOULD ENABLE US TO HIT ALL THE GOALS WE WERE TRYING TO ACHIEVE. BECAUSE SUBWAY COMMUTES ARE THE PERFECT PLACE TO PLAY WHILE YOU WAIT, INSTEAD OF JUST SAYING WHAT THE GAME IS WE DECIDED TO SHOW IT BY HAVING GAMEPLAY VIDEOS AND DAILY GAMEBOARDS WHERE PEOPLE COULD ACTUALLY PLAY ON SITE.
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1 x ART DIRECTOR
2 x COPYWRITERS
3 x DESIGNERS
RESULTS
ENGAGED PLAYERS, WITH THE VAST MAJORITY PLAYING UP TO THE PAYWALL.
SIGNIFICANT INCREASE IN SUBSCRIPTION VOLUME
SIGNIFICANT INCREASE IN NEW AUDIENCES.
FINALIST DISTINCTION AND AUDIENCE DISTINCTION IN THE LOCAL CAMPAIGN CATEGORY OF THE 15TH ANNUAL SHORTY AWARDS.
2022 / THE NEW YORK TIMES
SPELLING BEE SUBWAY TAKEOVER
As back to school season starts and New Yorkers settle into fall routines, New York Times Games is encouraging everyone to bring a little fun to their daily subway commute by playing Spelling Bee; a daily word game that challenges players to construct as many words as they can using pre-selected letters. Digital live boards would invite commuters to spell together on all digital MTA trains and stations. This campaign will also benefit Firstbook — who provides equal access to quality education for kids in need.
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1x ART DIRECTOR
2x COPYWRITERS
3x DESIGNERS
THERE WERE 5 DIFFERENT GOALS WE WERE TRYING TO FIT INTO AN AD: INFORM PEOPLE WHO WE ARE, WHAT IS THE GAME, HOW YOU PLAY, AND DRIVE THEM TO PLAY SPELLING BEE, HIT THE PAYWALL AND GET A NEW YORK TIMES GAMES SUBSCRIPTION. ALL ON A 3-DAY TIMELINE!
PROBLEM
KEEPING IT SIMPLE AND HAVING CLARITY OVER CLEVERNESS.
SUBWAY COMMUTES ARE THE PERFECT PLACE TO PLAY WHILE YOU WAIT, SO INSTEAD OF SAYING WHAT THE GAME IS WE SHOWED IT BY HAVING GAMEPLAY VIDEOS AND DAILY GAMEBOARDS WHERE YOU COULD PLAY ON SITE.
SOLUTION
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1 x ART DIRECTOR
2 x COPYWRITERS
3 x DESIGNERS
WHAT YOU WILL SEE
Board Categories
CTA
Gameplay/
Education
Gameplay:
Daily Puzzle
Inspire
to play
Tips and features
Brand
Awareness
CTA
1
Gameplay / Education
2
Inspire to Play
3
Tips and Features
4
Brand Awareness
5
Triptych
Single Panel
IN-CAR LIVE BOARDS
To solve for the 5 goals we were trying to hit, we created 6 different board categories with 2 different options for each. These would be interchangeable, creating interesting variety throughout the campaign.
IN-STATION LIVE BOARDS
By challenging the audience with the question "How many words can you make?" and showcasing a brief video of gameplay in action, the in-station live boards provided valuable educational content on how to play the game.
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