This campaign turns the focus onto New York Times readers for the first time, showing that what you read can inspire who you are. For this film, we look to tell the story of Vera, a subscriber since 1947, celebrating the point where her curiosity collides with our independent journalism—helping to inspire her rich, unique and interesting life.

The film paints a picture of Vera through New York Times headlines, using journalistic imagery, typographic sound design and shot footage to 'fill the screen with life'—weaving together her interests, reading history and personality to illustrate her independence.

Toggling between static imagery and moving image—journalism and life—we use Times imagery to punctuate her story, and vibrant full-bleed footage of Vera to reflect the depth and richness of her life. This footage was thoughtfully captured to create a unique sense of human portraiture through vibrant colors and unexpected angles, camera movement and framing. Shot with a hand-held camera, the live moments immerse you in Vera's world, while also maintaining the legibility of the headline overlay. They provide context to the headlines, working in harmony with timing, music and typeset to reflect how Vera's life collides with our independent journalism.

Just like her life, Vera's film is dense with layers, meaning and idiosyncrasies. All these dimensions come together to give you a better understanding of how central our journalism is to the identity of its readers.