The German Girl
Client: Atria Publishing print & digital, the New York Times and NewYorkTimes.com
Goal: Create two marketing strategies with different focuses for the hardcover and paperback campaigns and then have them unite in imagery and message. The hardcover's campaign concentrates on the characters exile, while the paperback's tells the intimate coming-of-age tale of Hannah, the protagonist.
Results: To unite the two messages visually and shift of focus seamlessly, I overlaid the red harsh graphic elements symbolizing protest (from the Hardcover's The New York Times Ad) over the paperback's tender portrait of the young hopeful Hannah. Videos and scenes from the actual boat were shown in scrapbook graphics on social media advertisements and posts.
Role: Creative Direction, Designer of Print and GIF
German Girl protest advertisement in the New York Times .
This image captures the transition from the themes of protest in red bold font over top the beautiful vision of Hannah.
This visual imagery in this video connects the look of the hardcover and paperback covers. The theme evolved from being a protest of words to the inner story of the young protagonist.
Social media and The New York Times advertisements.
