ABOUT: Contributed brand strategy for Cartier's Valentine's Day tribute to New York City, honoring both the resilience and devotion of New Yorkers, and the city that has been Cartier’s second home for over a century.

THE STRATEGY: Rooted in the pandemic-era idea that New Yorkers stayed devoted to their city even through its darkest moments, the campaign positioned loyalty as its own kind of timeless love — one as enduring as Cartier itself.

THE EXECUTION: Conceived as a four-page cover wrap plus full-page ads on the back of every section — the largest print ad takeover in New York Times history. Featured quotes from over 100 New Yorkers on their love for the city, paired with illustrations by artist Lauren Tamaki.

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