T Brand Studio
The New York Times
I came up with and pitched feature stories to brands, helped design the features, and introduced new product offerings to the studio.
T Brand Studio is the award winning content studio within the New York Times’ advertising department. The studio is known for creating content that’s matches the quality of New York Times journalists and designing interactive experiences that redefined branded content.
Features I worked on:
I also started an incubator within T Brand Studio that focused on creating content for brands that they could use on their own platforms. Examples of this work include creating Nike’s sustainability report and working with The Bill and Melinda Gates Foundation to write their annual letter.
Starting the incubator included:
Pitching the new revenue stream to NYT advertising executives
Hiring and managing the team
Coming up with and pitching editorial concepts to brands
Sourcing journalists and designers to create the features
Project managing the features from pitch to execution
