The New York Times Cooking – Social Ads Campaign
During my fall 2023 internship at WØRKS, I began learning motion design, with a focus on kinetic typography. This Social Ads Campaign for The New York Times Cooking was my cumulative project, a fictional case study I put together with the guidance of my mentors at the studio. Though far from perfect, this project reflects many of the skills I learned during those few months.
The intention behind the campaign was to breathe life and excitement into an already well-established brand; I sought to stay true to NYT Cooking’s elevated yet punchy voice, and to tie my media executions (which vary in format, from billboard to Instagram ads and grid posts) to one cohesive motion language.
This translated into a snappy, timeless motion language, with all kinetic type following exponential movement curves to create the crisp and pithy visuals seen here. Native video is incorporated into every asset to bring the core ethos of NYT Cooking—accessible, elevated dining—to the forefront of this seasonal campaign.
2023
During my fall 2023 internship at WØRKS, I began learning motion design, with a focus on kinetic typography. This Social Ads Campaign for The New York Times Cooking was my cumulative project, a fictional case study I put together with the guidance of my mentors at the studio. Though far from perfect, this project reflects many of the skills I learned during those few months.
The intention behind the campaign was to breathe life and excitement into an already well-established brand; I sought to stay true to NYT Cooking’s elevated yet punchy voice, and to tie my media executions (which vary in format, from billboard to Instagram ads and grid posts) to one cohesive motion language.
This translated into a snappy, timeless motion language, with all kinetic type following exponential movement curves to create the crisp and pithy visuals seen here. Native video is incorporated into every asset to bring the core ethos of NYT Cooking—accessible, elevated dining—to the forefront of this seasonal campaign.
2023
NYT Cooking (2023) - Social Campaign Pitch Deck
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Billboard Ad
Instagram In-Feed Post: “The Perfect Pumpkin Pie” (video with audio)
Instagram Social Ad: “A Symphony of Flavors” (video with audio)
Instagram Social Ad: “Pumpkin Everything”
Instagram Story Ad: “All the Food That’s Fit to Cook” (video with audio)
Billboard Ad
Instagram In-Feed Post: “The Perfect Pumpkin Pie” (video with audio)
Instagram Social Ad: “A Symphony of Flavors” (video with audio)
Instagram Social Ad: “Pumpkin Everything”
Instagram Story Ad: “All the Food That’s Fit to Cook” (video with audio)