JOSH TERRY
Art Direction and Design for A Case for Keeping it Random — an ode to randomness
The Problem
The Internet is no longer seen as a cool, inspiring place. The experience has become clunky and frustrating, especially with regard to password management.
The Insight
Randomness is all around us, if we know where to look for it.
The Strategy
Dashlane can build brand awareness by reminding NYT readers why the Internet is fun.
The Creative Idea
Inspired by Dashlane’s brand philosophy, as well as the DIY, user-generated aesthetic of the internet, create a story that serves as an ode to the random. Arbitrary, yet deliberate. Playful, yet thoughtful. Random by design.
The Work
Art, science, and security unite in the narrative. Along with password security, randomness is also a guiding principle of the body’s immune system – and an indispensable ingredient in unforgettable artwork. Random, right?
To prove as such, the report hears from two breakthrough and internationally recognized artists who derive inspiration from the Internet – Hayal Pozanti and Marc Lee. As samples of their art included within the article prove, when randomness and creativity collide, the results can be truly magical. You also hear from Pooja Khanna, a Ph. D. candidate in biology, who explains how our bodies use randomness to keep us healthy. “With a password, you have a string of letters and numbers. That’s your code. For antibodies you have these genetic codes that are rearranged in random ways,” Khanna reveals. “That generates antibodies that recognize different foreign substances.” In short, randomness is all around us – if we know where to look for it.
Working with Erik Carter, T Brand developed an eye-catching collection of icons and playful visuals that each have a style all their own. The team developed bold, kinetic typography to enhance the playful, visual narrative. There are little surprises at every turn, bringing randomness into the page and contrasting it with a standard layout that allows the copy to shine.
To prove as such, the report hears from two breakthrough and internationally recognized artists who derive inspiration from the Internet – Hayal Pozanti and Marc Lee. As samples of their art included within the article prove, when randomness and creativity collide, the results can be truly magical. You also hear from Pooja Khanna, a Ph. D. candidate in biology, who explains how our bodies use randomness to keep us healthy. “With a password, you have a string of letters and numbers. That’s your code. For antibodies you have these genetic codes that are rearranged in random ways,” Khanna reveals. “That generates antibodies that recognize different foreign substances.” In short, randomness is all around us – if we know where to look for it.
Working with Erik Carter, T Brand developed an eye-catching collection of icons and playful visuals that each have a style all their own. The team developed bold, kinetic typography to enhance the playful, visual narrative. There are little surprises at every turn, bringing randomness into the page and contrasting it with a standard layout that allows the copy to shine.
The Results
The collaboration between Dashlane and T Brand Studio proved highly successful in rejuvenating the perception of the Internet and elevating Dashlane's brand awareness. Through the captivating narrative, the campaign resonated strongly with tech audiences, achieving an average engaged time of one minute and six seconds — 25% above benchmark for the tech/telecom category. Furthermore, the content's scroll depth met the benchmark of 15%, indicating sustained interest and engagement from readers.
Produced at The New York Times
Collaborative Partners
Fernando Capeto, Design Lead, Art Director and Front-End Developer
Erik Carter, Illustrator + Animator
Alexis Kleinman, Editor
Collaborative Partners
Fernando Capeto, Design Lead, Art Director and Front-End Developer
Erik Carter, Illustrator + Animator
Alexis Kleinman, Editor
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