Spec Project:

Dynamic Banner Ad (Bilingual Spec) — The New Yorker, Digital Edition Promo.

Description:

This ad targets English-speaking readers aged 30–50. They are tech-savvy and interested in arts, politics, and current events. It promotes The New Yorker’s digital-only subscription for quick access.

I expanded this to include Hispanic readers with similar interests. This aims to grow subscriptions and promote cultural inclusion with Spanish-language messaging.

Strategic Approach:

I first created the English version. It follows the brief and uses best practices for banner ads. The tone is insightful, intelligent, and promotional.

Next, I crafted the Spanish version from scratch. It matches the brand’s voice and engages Hispanic audiences naturally.

Click the images to see the full mockup.

(Give it a moment—the banner will cycle through its frames.)