Spec Project:

Bilingual Dynamic Banner Ad for The New Yorker.

Description:

This dynamic ad for The New Yorker was originally designed to reach English-speaking audiences aged 30 to 50 who are tech-savvy and interested in arts, politics, and current affairs. It encourages readers to sign up for the magazine’s digital-only format for easier, faster access.

I adapted the creative brief to include the Hispanic audience with similar interests, aiming to expand the subscriber base more efficiently and promote cultural inclusion by messaging directly in Spanish.

Strategic Approach:

I created the English version first, following the creative brief and applying specific techniques for writing banner ad copy, maintaining an insightful, intelligent, and promotional tone.

I then crafted the Spanish version under the same guidelines, ensuring the choice of words and phrases aligned with the magazine’s voice while naturally resonating with the Hispanic community.

Click the images to view the full mockup.

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