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The New York Times wants readers to understand what it takes to produce the journalism it does—that there’s real work behind the words and photos they see, and that some of the paper’s journalists risk their lives for stories. That’s why the Grey Lady has released a new set of ads directed by Darren Aronofsky, part of its ongoing truth-focused brand campaign from Droga5.
Two 60-second spots released today function similarly: A series of images that a Times photojournalist took while reporting a story are shown, while the journalist behind the camera narrates what the scene was like that day and what his process was like.