The New York Times
The Truth is Local


Temporary Installation, 2019

Concept. Creative Direction. Design.

 
 

Overview

A visitor to the storefronts described them as “Installation Art for Social Awareness,” and I could not be more proud to borrow those words to describe this project. The Truth is Local was a five-borough experiential campaign that utilized otherwise vacant storefronts to highlight key pieces of The New York Times reporting in their respective neighborhoods.

We worked closely with the Times internal marketing team to imagine a more tangible way to experience journalism beyond simply reading it. For each borough, we identified a key piece of New York Times journalism and created a bespoke installation that artistically represented the ethos of the article. I was heartened to see pedestrians not only stop to understand the enigmatic storefronts, but to strike up conversation with neighbors and complete strangers about the issues they represented. To me, this project embodies the role we play as designers to engage peoples curiosity and creativity and to amplify important issues. 

The Truth is Local has won numerous awards from the Art Directors Club, Frame Magazine, AdAge and the SEGD Sylvia Harris Award recognizing exemplary use of design for social impact.

created at Local Projects for The New York Times.

 
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Strategy

As their first venture in creating a physical presence for the brand, we designed a campaign that placed the Times’ journalism at the forefront, intertwining it tangibly in the neighborhoods impacted. By interpreting their journalism through an artistic lens, we hoped to engage audiences through curiosity, thus changing their relationship with the news and hopefully increasing awareness. A discoverable, podcast-like interview with the reporter continued the conversation beyond the storefront, providing further detail about the article and highlighting the rigor and value of investigative journalism.

 

Staten Island

 
 

A Subway to Staten Island? How a Transit Dream Died

By Amisha Padnani

Original Article
https://www.nytimes.com/2019/01/18/nyregion/staten-island-subway-dreams.html

Microsite & Interview
https://www.nytimes.com/subscription/truth/the-truth-is-local#/staten-island

Staten Island was the birth of the storefront installation concept. We imagined the sight of a life-sized subway tunnel at street level would be enough to capture the attention and curiosity of even the most jaded of New Yorkers. We used forced perspective to create the illusion of a massive tunnel receding into the building and identified large windowed storefront near the Staten Island Ferry to contrast the present day commute with what may have been.

The article detailed the history of this unfinished project that exists below New York Bay and the cycles of New York politics that repeatedly started and stalled the project. The Times asked the community how it might have changed lives, but also how its absence forged the identity of the borough.

 
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Queens

 
 

The Case of Jane Doe Ponytail was a 9500-word story honoring the life of a woman who would otherwise have been overlooked as a statistic. Upset at the marginalized coverage of her death, reporter Dan Barry sought to bring wholeness to this life interrupted. We gravitated towards this notion that her story was just one among the thousands of lives in the neighborhood and that everyone deserves to have their story told in full.

We created a subtle anamorphic illusion to echo the layered nature of the article and dynamically engage visitors with an otherwise static sculpture. Taking advantage of the large corner facings, we designed the installation to appear differently depending on the direction it is approached from. From one perspective, red neon signage echos the electric hum of 40th Road in Flushing. From the other, the icon of a butterfly can be seen hidden among the signage – a life hidden in plain sight.

 
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The Bronx

 
 

Only 7 Black Students Got Into Stuyvesant, N.Y.’s Most Selective High School, Out of 895 Spots

By Eliza Shapiro

Original Article
https://www.nytimes.com/2019/03/18/nyregion/black-students-nyc-high-schools.html

Microsite & Interview
https://www.nytimes.com/subscription/truth/the-truth-is-local#/bronx

The Bronx installation embodies the educational inequalities prevalent within the New York school system. We created a curbside classroom to elicit the familiar but visceral feeling of being seated at a school desk. However, the visitor is treated to an Escherian space that is impossibly deep and overcrowded, highlighting the overstretched and unequal distribution of available resources.

We used forced perspective to create the most satisfying illusion of the campaign. Each of the 44 desks was a unique size and skew to be viewed optimally from the window-front and ever smaller props were created to maintain the illusion of depth. The goal was to invoke a sense of uneasiness about the space and a struggle to discern information at the front of the class, much as students struggle to learn in this challenged landscape.

 
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Brooklyn

 
 

The Brooklyn storefront places the visitor in the shoes of reporter Frances Robles, who’s attention to publicly available details resulted in the review of 50 murder cases over a detectives use of false confessions and discredited eyewitnesses to secure convictions.

Presence sensors at the location progressively light individual cells of the installation as a visitor remains at the site. We wanted to highlight the importance of attention and time, not only in reporting but in the community, to bring important issues into view. A mirrored floor and ceiling creates the illusion of the stacked cells in a modern prison and reinforces the vast amount of work still left to be done.

We also low-key enjoyed having a reason to place a storefront prison amongst a well heeled street in Brooklyn.

 
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Manhattan

 
 

Inquiries Into Reckless Loans to Taxi Drivers Ordered by State Attorney General and Mayor

By Brian M. Rosenthal

Original Article
https://www.nytimes.com/2019/05/20/nyregion/nyc-taxi-medallion-loans-attorney-general.html

Microsite & Interview
https://www.nytimes.com/subscription/truth/the-truth-is-local#/manhattan

The Manhattan installation coincided with the release of the second episode of The Weekly and a Times in-depth report on the collapse of the taxi industry. Between the artificially inflated price of taxi medallions, reckless lending practices and the false promises of income security and independence there was a sense of foreboding and inescapability that we wanted to capture in imagery.

The familiar landscape of a city block is distorted into a darkened canyon with a lone taxicab in its ravine. We wanted to take an otherwise unassuming scene but present it with a sense of claustrophobia and solitude that many drivers find themselves as they navigate the mechanisms of the industry.

 
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Credits

Client

Client: The New York Times
EVP / Chief Operating Officer: Meredith Kopit
Chief Marketing Officer: David Rubin
SVP Marketing: Amy Weisenbach
Director of Brand Strategy: Sabena Gupta
Brand Strategist: Iain Newton
Executive Creative Director, Marketing: Laura Forde
Executive Director, Marketing & Media Strategy: Janis Huang
Senior Manager, Media Strategy: Peter Lauer
Senior Manager, Integrated Marketing: Holly Harnisch
Creative Director, Brand Marketing: Stina Smith
Associate Creative Director / Writer: Taylor Gandossy
Senior Manager, Audio / Sound Designer: Matt Lewkowicz
Manager, Media Strategy: Patrick McGuire
Photo Editor: Aaron Tejada
Director, Marketing & Brand Insights: Brenna King Schleifer
Senior Project Manager, Audience & Brand: Blair Ecton
Head of Writing, Marketing: Susan Wessling
Senior Art Director: Monina Velarde
Writer, Verbal Identity: Dash Turner
Head of Photo & Art Buying, Marketing: Brenda Hutchings
Executive Director, Corporate Communications: Linda Zebian

Experience Design

Experience Design: Local Projects
Creative Director: Christopher Fung
Project Manager: Charlotte Harris
Director of Physical Design: Anthony Dony
Physical Designer: Vibha Agarwala
Senior Physical Designer: Nima Vakili
Art Director: Duy Pham
Senior Visual Experience Designer: Anthony Roy
Content Developer: Andrea Worby

Fabrication

Fabrication: The New Motor
Partners: Jorge Parreira, David Messineo, Ryan Victor, Bryan Clark
Project Manager: Stephanie Darna
Drafting: Mark Nordby
Fabricators: Jorge Parreira, David Messineo, Ryan Victor, Bryan Clark, Angel Rodriguez

Photo Documentation

Photographer: Karsten Moran, Juliana Sohn

Video Documentation

Director: Christopher Fung
Director of Photography: Jason Banker
Editor: Jason Banker

 
 

Awards/
Press

Awards

SEGD 2020 – Sylvia Harris Award
https://segd.org/truth-local-experiential-storefronts

SEGD 2020 – Honor Award
https://segd.org/truth-local-experiential-storefronts

DRIVENxDESIGN New York Design Awards 2019 – Pop-Ups, Display, Exhibit & Set Design – Gold Award
https://drivenxdesign.com/NYC19/project.asp?ID=19157

Achitizer A+ Awards 2020 – Nominated
https://architizer.com/projects/the-truth-is-local-interactive-storefronts/

AdAge Best of Experiential 2020 – Best Storefront Storytelling
https://adage.com/bestexperiential2020

Frame Awards 2020 – Set Design of the Year – Jury Prize
https://frameawards.com/project/3307906-the-truth-is-local-experience

International News Media Association 2020 – Best Brand Awareness Campaign – Finalist
https://www.inma.org/practice-detail.cfm?zyear=2020&id=1FACA74B-3569-46F7-A9DB-15EF55D506B1

New York Festivals 2020 – Activation & Engagement – Exhibitions & Installations – Bronze Award
https://www.nyfadvertising.com/Winners/WinnerDetailsNew/98368afa-f0f5-4569-9317-b2a5671f2bce

New York Festivals 2020 – Design – Best Environmental/Experiential Design – Silver Award
https://www.nyfadvertising.com/Winners/WinnerDetailsNew/0654158d-f2c4-4030-b612-5355d1d1007c

ADC Awards 2020 – Experieintial Design/Installations – Series – Silver Cube
https://www.oneclub.org/awards/adcawards/-award/35659/the-truth-is-local

The One Show 2020 – Out of Home – Series – Silver Pencil
https://www.oneclub.org/awards/theoneshow/-award/36320/the-truth-is-local

Press

NY1 News – ٩(◕‿◕)۶
https://www.ny1.com/nyc/all-boroughs/mornings-on-1/2019/06/11/nyt-highlights-local-reporting

AdAge
https://adage.com/article/advertising/nyt-truth-worth-it-campaign-expands-installations-all-over-new-york-city/2176676

Creative Review
https://www.creativereview.co.uk/the-new-york-times-truth-is-local/

Frame Magazine
https://www.frameweb.com/news/the-truth-is-local-local-projects

Little Black Book
https://www.lbbonline.com/news/the-new-york-times-launches-local-truth-is-worth-it-campaign-to-cover-nyc-issues