T Book Club

T Book Club, The New York Times’s Sunday magazine’s virtual book club could have been viewed as the epitome of elitism and pretension. However, through print ads, digital banners, on-site assets, emails, online videos, and interactive social media posts, we created an inviting and accessible club for book lovers everywhere.

We pitched and made fun, fast-paced challenge videos (it’s not a cinch 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.

There’s plenty more work where that came from. Just this way—>

There’s plenty more work where that came from. Just this way—>