To build on the first wave of creative which highlighted a diverse group of real New York Times subscribers,The Times wanted to continue integrating different types of subscribers, dimensionalizing the idea that The Times is inspiration for the unique lives of its subscribers. The goal was to drive continued engagement and reignite buzz around the campaign by leveraging a high profile subscriber with cultural cache, particularly to The Times’ curious audience.

The sound design was used to create a cohesive and authentic portrait of Questlove—interweaving his voice and sound bites from his life with journalism and music. That's why much of our sound was sourced from Questlove himself. We threaded sound from Questlove's original music into the audio to merge his life with the journalism that inspires it—helping to take viewers on a winding journey through the mind of an artist, historian and intellectual. These elements came together in a unique soundscape that brings Questlove's interests and personality to life, while capturing who he is on a deeper level.