In an effort to increase media literacy, the New York Times creates Alethia. Think of it as a verified check mark — but for news.
In an effort to increase media literacy, the New York Times creates Alethia. Think of it as a verified check mark — but for news.
In an effort to increase media literacy, the New York Times creates Alethia. Think of it as a verified check mark — but for news.
AD: Jonathan Lopez
*Everything here was concepted, shot, and produced by a small in-house team
helmed by my partner and I*
Benjamin Moore only sells its paint through locally owned, independent retailers.
But people were driving right past their stores.
So we created a campaign to capture the heart and soul of the people behind the counter.
Films
These were directed by John and Alec along with our in-house videographer Jens.
Alec worked with production crews to turn real stores into textured sets.
John led the interviews, getting non-actors comfortable enough to deliver authentic performances
We even traveled to Montreal to capture a long-form in French (despite not speaking the language)
Social
We created a social-first series that playfully gamified the retailers' expertise.
Stills
Alec shot 35mm stills for OOH
