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2022 / THE NEW YORK TIMES
SPELLING BEE SUBWAY TAKEOVER
As New Yorkers settle into their back to school fall routines, The New York Times Games is turning subway commutes into playtime with Spelling Bee: the daily word game where riders can build words from pre-selected letters.
Instead of simply telling commuters about it, digital boards across trains and stations will become the game itself, featuring live gameboards and gameplay videos so riders can play along on the spot.
WHAT YOU WILL SEE
2022 / THE NEW YORK TIMES
SPELLING BEE SUBWAY TAKEOVER
As back to school season starts and New Yorkers settle into fall routines, New York Times Games is encouraging everyone to bring a little fun to their daily subway commute by playing Spelling Bee; a daily word game that challenges players to construct as many words as they can using pre-selected letters. Digital live boards would invite commuters to spell together on all digital MTA trains and stations. This campaign will also benefit Firstbook — who provides equal access to quality education for kids in need.
THE CREATIVE TEAM
CREATIVE LEAD - JEREMY PEREZ-CRUZ
COPYWRITERS - LOREN CHIDONI, KENDRA BERGMAN
DESIGNERS - ABBY SKOLITS, TANDIS SHOUSHTARY, CARO TURCIOS
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THERE WERE 5 DIFFERENT GOALS WE WERE TRYING TO FIT INTO AN AD: INFORM PEOPLE WHO WE ARE, WHAT IS THE GAME, HOW YOU PLAY, AND DRIVE THEM TO PLAY SPELLING BEE, HIT THE PAYWALL AND GET A NEW YORK TIMES GAMES SUBSCRIPTION. ALL ON A 3-DAY TIMELINE!
PROBLEM
KEEPING IT SIMPLE AND HAVING CLARITY OVER CLEVERNESS.
SUBWAY COMMUTES ARE THE PERFECT PLACE TO PLAY WHILE YOU WAIT, SO INSTEAD OF SAYING WHAT THE GAME IS WE SHOWED IT BY HAVING GAMEPLAY VIDEOS AND DAILY GAMEBOARDS WHERE YOU COULD PLAY ON SITE.
SOLUTION
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
CREATIVE LEAD - JEREMY PEREZ-CRUZ
ART DIRECTOR - LOREN CHIDONI, KENDRA BERGMAN
DESIGNERS - ABBY SKOLITS, TANDIS SHOUSHTARY, CARO TURCIOS
WHAT YOU WILL SEE
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1x ART DIRECTOR
2x COPYWRITERS
3x DESIGNERS
PROBLEM
THERE WERE 5 DIFFERENT GOALS WE WERE TRYING TO FIT INTO AN AD: INFORM PEOPLE WHO WE ARE, WHAT IS THE GAME, HOW YOU PLAY, AND DRIVE THEM TO PLAY SPELLING BEE, HIT THE PAYWALL AND GET A NEW YORK TIMES GAMES SUBSCRIPTION. ALL ON A 3-DAY TIMELINE!
SOLUTION
KEEPING IT SHORT AND HAVING CLARITY OVER CLEVERNESS WOULD ENABLE US TO HIT ALL THE GOALS WE WERE TRYING TO ACHIEVE. BECAUSE SUBWAY COMMUTES ARE THE PERFECT PLACE TO PLAY WHILE YOU WAIT, INSTEAD OF JUST SAYING WHAT THE GAME IS WE DECIDED TO SHOW IT BY HAVING GAMEPLAY VIDEOS AND DAILY GAMEBOARDS WHERE PEOPLE COULD ACTUALLY PLAY ON SITE.
MY ROLE: DESIGNER
I TOOK PART IN THE CONCEPTING OF THE OVERALL CAMPAIGN AND WAS RESPONSIBLE FOR DESIGNING, STORYBOARDING, AND DIRECTING THE TRIPTYCH ANIMATION, AS WELL AS THE DESIGN, STORYBOARD, AND ANIMATION OF THE SINGLE PANEL BOARD.
THE CREATIVE TEAM
1 x ART DIRECTOR
2 x COPYWRITERS
3 x DESIGNERS
RESULTS
ENGAGED PLAYERS, WITH THE VAST MAJORITY PLAYING UP TO THE PAYWALL.
SIGNIFICANT INCREASE IN SUBSCRIPTION VOLUME
SIGNIFICANT INCREASE IN NEW AUDIENCES.
FINALIST DISTINCTION AND AUDIENCE DISTINCTION IN THE LOCAL CAMPAIGN CATEGORY OF THE 15TH ANNUAL SHORTY AWARDS.
Board Categories
CTA
Gameplay/
Education
Gameplay:
Daily Puzzle
Inspire
to play
Tips and features
Brand
Awareness
CTA
1
Gameplay / Education
2
Inspire to Play
3
Tips and Features
4
Brand Awareness
5
Triptych
Single Panel
IN-CAR LIVE BOARDS
We created 6 different board categories with 2 different options for each. These would be interchangeable, creating interesting variety throughout the campaign.
IN-STATION LIVE BOARDS
By challenging the audience with the question "How many words can you make?" and showcasing a brief video of gameplay in action, the in-station live boards provided valuable educational content on how to play the game.
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CREATIVE LEAD
JEREMY PEREZ-CRUZ
CW
LOREN CHIDONI
KENDRA BERGMAN
AD / DESIGN
ABBY SKOLITS
TANDIS SHOUSHTARY
CARO TURCIOS
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