TIME Frames
Reframing Long-Form Journalism Experiences
In an increasingly challenging news climate, TIME magazine set out to demonstrate the power, relevancy and value of their brand. Time Warner Global Media Group collaborated with the editors of TIME to create TIME Frames: an international print, online, and outdoor campaign. By using the TIME’s iconic red border to frame key issues of the past decade, we drew attention to the deeper story behind an issue and encouraged people to access TIME’s online archives. I help develop the concept and campaign approach on top of editing and producing films for the campaign. The campaign received the highest ad recall scores of readers polled and was a Webby Award Nominee for Best News and Politics content.
TIME FRAMES CASE STUDY
The Iconic Red Frame
We designed the campaign around the iconic red frame, using it as a portal to show new perspectives around the most significant TIME stories of the decade.
Unlocking the full story online
We designed custom QR codes reflecting the photography from our ads. They drove readers to Time.com where they could hear unique perspectives about the six topics from TIME reporters.
From Print to Immersive Installation
A TIME Frames special edition was commissioned just for this campaign and it shone a new light on many more stories of the decade. CNN featured an hour long TIME Frames program hosted by John King. And we also concepted a 16 foot TIME Frame, complete with an interface where people could listen to the audio testimonials about specific news events. Bringing the stories to life in the physical spaces was how I had envisioned the campaign at the start.
#1
Most recalled ad among readers polled
600%
Increase in video plays on Time.com
Webby
Award nominee for Best News and Political Content
1927
Year the iconic red border was first introduced
We demonstrated the power and relevancy of TIME's journalism, and gave the publication new experiential ways to tell stories.
SERVICES
Campaign
Content Creation
Experience Design
Motion Design
CREATIVE
Cavan Huang, Dave Statman, Jennifer Oprysko, John Liegey, Rich Rosenthal, Mark D’Arcy, John Lilliquist
