Droga5 addresses fake news in a poetic campaign for The New York Times

Rounding off June’s Nicer Tuesdays with a corker of a creative project, Droga5 creative directors Toby Treyer-Evans and Laurie Howell unpick their long-running work with the renowned newspaper.

15 July 2022


If Droga5’s continued fruitful collaboration with The New York Times has posed challenges to the ad agency across the years – like, how do you capture the feeling of a time? How do you represent its subscribers and journalists? And how do you visualise its entire spectrum of content? – then, you can imagine our predicament. Creative directors Toby Treyer-Evans and Laurie Howell’s eye-opening talk at this month’s event feels impossible to summarise in a quick round-up. But as the pair broke down its incredible array of campaign concepts for the Times in the talk’s quick runtime, we’ll give a summary our best shot.

From the off, Toby and Laurie showed us how Droga5 has used type on its campaigns to create a “visual poem” – i.e. creating a voice with no audio through typing words – and to make a “tennis rally through history”. The ad agency has also figured out how to reflect not just a subscriber but a whole life using headlines from The New York Times in the film campaign Independent Journalism for an Independent Life. Digging into other fascinating concepts like how to depict the “the symbiotic relationship between the person and the reader”, and create a portrait by painting people’s minds, Toby and Laurie proved that the agency’s work with the paper is about more than just one concept; it’s a rich tapestry of things, just like the publication itself.

Event Partner


Mailchimp is an all-in-one marketing platform for growing businesses. Mailchimp empowers millions of customers around the world to start and grow their businesses with world-class marketing technology, award-winning customer support, and inspiring content. Millions of businesses and individuals – from community organizations to Fortune 100 companies – trust Mailchimp to help them connect with their audience with the right message, at the right time, in the right place.

Drinks Sponsor

El Rayo Tequila

El Rayo Tequila is transforming the way you think and drink tequila – one T&T at a time. By partnering with artists and designers, it’s building a lifestyle brand around its tequilas. Tequila & Tonic is a thing now.

Snacks Sponsor

Love Corn

We’re excited to partner with Love Corn the UK’s first crunchy corn brand as our snack sponsor. Its delicious crunchy corn kernels are packed with flavour and made with love. On trend with being low sugar, gluten-free and vegan, it’s the feel good snack so please enjoy!

Share Article

Further Info

Nicer Tuesdays is our monthly event of creative talks. You can find out more here.

About the Author

It's Nice That

This article was written by the It’s Nice That team. To find our editors and writers, please head over to our Contact page.

It's Nice That Newsletters

Fancy a bit of It's Nice That in your inbox? Sign up to our newsletters and we'll keep you in the loop with everything good going on in the creative world.