Make T Book Club, The New York Times’s Sunday magazine’s virtual book club, once known as the epitome of elitism and pretension, more inviting and accessible to book lovers everywhere. We developed print ads, digital banners, on-site assets, emails, online videos, and interactive social media posts, even creating TikToky 5-second speed challenges for upcoming authors as a way to engage a younger demographic.
Notes:
It’s not easy to convince author types to perform on camera. Oh, and we even tried to persuade a National Book Critics Circle Award-winning poet to pen a haiku about Toni Morrison’s “Jazz” for an Instagram reel. Our first book club meeting garnered over 23k viewers on YouTube.
Role:
Owned this project from a copy standpoint, collaborated closely with art director partner and T Magazine team, scripted out short introductory videos for social, and authored copy.
