Kim Gehrig and Droga5 jazz up The New York Times
Set to the sound of Makaya McCraven’s music, this timely follow-up to the exceptional The Truth Is Worth It campaign is a rhythmic masterclass in creative construction.
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Credits
powered by
- Agency Droga5/New York
- Production Company Somesuch/USA
- Director Kim Gehrig
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Credits
powered by
- Agency Droga5/New York
- Production Company Somesuch/USA
- Director Kim Gehrig
- Art Director Jackie Moran
- Associate Producer Connor Hagan
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Copywriter Ben Brown
- Creative Chairman David Droga
- Group Creative Director Laurie Howell
- Group Creative Director Toby Treyer-Evans
- HP Ruben Mercadal
- Music Supervisor Mike Ladman
- Senior Producer Forrest Holt
- Executive Producer Nicky Barnes
- Editorial Company Trim
- Editor Tom Lindsay
- Editing Cosmo Street/Los Angeles
- Post Production Company Method Studios/Los Angeles
- Executive Producer Bennett Lieber
- VFX Producer Kristin Engdahl
- Flame Artist Warren Paleos
- Mix Wave Studios/USA
- Sound Designer/Audio Mixer Aaron Reynolds
- Executive Producer Vicky Ferraro
- Colorist Luke Morrison
- Producer Saul Germaine
- Animator Matt Eller
- Senior Producer Brandon Chen
Credits
powered by
- Agency Droga5/New York
- Production Company Somesuch/USA
- Director Kim Gehrig
- Art Director Jackie Moran
- Associate Producer Connor Hagan
- Chief Creative Officer Tim Gordon
- Chief Creative Officer Felix Richter
- Copywriter Ben Brown
- Creative Chairman David Droga
- Group Creative Director Laurie Howell
- Group Creative Director Toby Treyer-Evans
- HP Ruben Mercadal
- Music Supervisor Mike Ladman
- Senior Producer Forrest Holt
- Executive Producer Nicky Barnes
- Editorial Company Trim
- Editor Tom Lindsay
- Editing Cosmo Street/Los Angeles
- Post Production Company Method Studios/Los Angeles
- Executive Producer Bennett Lieber
- VFX Producer Kristin Engdahl
- Flame Artist Warren Paleos
- Mix Wave Studios/USA
- Sound Designer/Audio Mixer Aaron Reynolds
- Executive Producer Vicky Ferraro
- Colorist Luke Morrison
- Producer Saul Germaine
- Animator Matt Eller
- Senior Producer Brandon Chen
Let's get it clear right off the bat: this spot nails it. Conceptually inspired, intricately crafted, a director at the top of her game, an editor with Whiplash-levels of rhythm. It's terrific.
Following on from, and expanding upon, the copiously-awarded The Truth Is Worth It campaign from last year, The Truth Is Essential: Life Needs Truth is a metrical montage of images and genuine headlines from The New York Times.
Constructed as poetry, the film's flow of text, sound effects and photography, backed by the sound of Makaya McCraven’s jazz, makes for an instantly beguiling structure through which every emotion is succinctly explored.
Superbly considered by Droga5 NY and director Kim Gehrig, with much kudos thrown towards Trim / Cosmo Street editor Tom Lindsay's fast fingers, this perfectly-pitched follow-up to a mighty forebearer is sheer commercial perfection.
