The New York Times

At The New York Times, I initiated a new Instagram handle, @mynytimes, capitalizing on the user behavior of posting photos highlighting the print newspaper in beautiful scenarios, and organically grew the account to nearly 30K followers.

As part of the marketing effort, I planned and executed a live Sunday takeover of pop-up coffee and newspaper giveaway events in cafés across New York City, marketed through print advertisements and social ads I photographed and creatively directed for the newspaper.