The Great American Novels

Engagement and subscriber acquisition campaign

The brief asked us to create a campaign promoting a special editorial moment by The Atlantic called “The Great American Novels.” This carefully curated list from The Atlantic’s book editorial team includes 45 debut novels, nine Pulitzer Prize for Fiction winners, and three children’s books.

We drew inspiration from The Atlantic’s literary font, Garamond, and stylized it in all caps and italics. Combined with a cream and black color palette, this created a style reminiscent of printed book typography. Using images of the selected books, we animated them by blurring and fading them in and out of the frame to reflect the campaign tagline: “The overlooked. The unexpected.” The result was a visual language that highlighted the uniqueness of the collection while staying true to The Atlantic’s editorial voice.