@MYNYTIMES

At The New York Times, I initiated a new Instagram handle, @mynytimes, capitalizing on the existing user trend of photography highlighting the print newspaper in beautiful, relatable scenarios to increase sales of the newspaper among a young audience. As part of the marketing effort, I conceptualized and led a series of pop-up coffee giveaways across New York City, marketed through print advertisements I photographed and creatively directed for the newspaper.

Black-and-white newspaper with @MyNYTmes title, a hand holding a phone displaying the NYT Instagram page, two white candles, a plant, and a pair of glasses on a wooden surface.
Black and white photograph of a magazine page featuring the New York Times marketing team celebrating social media, with a cup of coffee, a newspaper, and a tablet showing a social media post, with a person's hand reaching towards the tablet.
Person sitting on a towel on the sand, wearing a colorful dress and a large straw hat, reading multiple newspapers in a sunny area.