To New York with Love, Cartier

Art direction and design for Cartier’s partnership with the New York Times

Even as New York faced some of its darkest moments during the pandemic crisis, its residents refused to leave, out of steadfast devotion to their city.

New York has been Cartier’s second home for over a century, so the jeweler wanted to send a Valentine’s Day love letter to the city where they and so many others find belonging. What better place to feature this ad campaign than in the pages of The New York Times?

We presented Cartier with an idea for a romantic gesture: A four-page cover wrap along with full-page print ads on the back of ever section.

The ads were filled with quotes from over 100 New Yorkers expressing their love for the city and were adorned with illustrations from another resident, the artist Lauren Tamaki. The dazzling display spoke to the heart and soul of the city, connecting Cartier with readers in an authentic way.

“I LOVE THAT ALL KINDS OF PEOPLE CAN JUST COEXIST WITH EACH OTHER LIKE THIS. IT’S BEAUTIFUL.”

—FAITH A., CORONA, QUEENS

Few brands before Cartier have made use of the paper’s print real estate in such a novel way. The resulting campaign became the largest print ad takeover in the history of The Times, all in service of the goals to build brand love and sentiment. Most importantly, T Brand Studio and Cartier bound the entire print readership together around the topic of New York, imparting a sense of belonging in a time when it was sorely needed.