The Los Angeles Times is a venerable institution that's been covering L.A. and the surrounding area for over 135 years. Renowned for its reporting and commitment to the city, the LA Times was looking to burnish its reputation through a new branding campaign, The Story Begins Here. 
 
As part of the team that worked on the campaign, I really sparked to the idea and wanted to celebrate one ot the Times greatest assets, its original photography. Working with my copywriting partner, we struck on the idea of the flashpoint as the focus of the campaign to tie it all together and drive home the pre-established tagline. We identified different areas of interest from the paper and the accompanying photos that illustrated the narrative of each headline. 
 
Though the campaign ultimately went in different direction, it's work I'm proud to include in my portfolio.