{"id":363,"date":"2024-01-13T02:43:15","date_gmt":"2024-01-13T02:43:15","guid":{"rendered":"https:\/\/hatchet.tv\/?p=363"},"modified":"2025-10-13T18:09:24","modified_gmt":"2025-10-13T18:09:24","slug":"new-york-times","status":"publish","type":"post","link":"https:\/\/hatchet.tv\/index.php\/2024\/01\/13\/new-york-times\/","title":{"rendered":"New York Times"},"content":{"rendered":"\t\t<div data-elementor-type=\"wp-post\" data-elementor-id=\"363\" class=\"elementor elementor-363\" data-elementor-post-type=\"post\">\n\t\t\t\t<div class=\"elementor-element elementor-element-11e1e6d e-flex e-con-boxed e-con e-parent\" data-id=\"11e1e6d\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-acafbed elementor-widget elementor-widget-image\" data-id=\"acafbed\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img fetchpriority=\"high\" decoding=\"async\" width=\"800\" height=\"424\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTOpinionTypographicOptions.gif?fit=800%2C424&amp;ssl=1\" class=\"attachment-large size-large wp-image-369\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-99dad8d elementor-widget elementor-widget-text-editor\" data-id=\"99dad8d\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>I got tapped by the creative genius Matt Eller from Afternoon, Inc. to help build out a bullet-proof toolkit for the folks at The New York Times. At first I was kind of like &#8220;wait&#8230;you&#8217;re serious?!&#8221; and then we got down to some late night template building collaboration goodness.<\/p><p data-start=\"1021\" data-end=\"1364\">The brief was clear: create a toolkit that could <strong data-start=\"1070\" data-end=\"1109\">stand up to the rigor of a newsroom: <\/strong>fast-paced, modular, and impossible to break. Working in <strong data-start=\"1169\" data-end=\"1186\">After Effects<\/strong>, I architected a <strong data-start=\"1204\" data-end=\"1234\">dynamic template system<\/strong> that handled nearly every variable of typography, color, layout&#8230;all through <strong data-start=\"1316\" data-end=\"1346\">expression-driven controls.<\/strong><\/p><p data-start=\"1366\" data-end=\"1436\">Every component was built for <strong data-start=\"1396\" data-end=\"1433\">speed, scalability, and precision<\/strong>:<\/p><ul data-start=\"1437\" data-end=\"1804\"><li data-start=\"1437\" data-end=\"1525\"><p data-start=\"1439\" data-end=\"1525\">Dynamic text fields automatically resized and reflowed to maintain layout integrity.<\/p><\/li><li data-start=\"1526\" data-end=\"1650\"><p data-start=\"1528\" data-end=\"1650\">Key animation parameters were governed by sliders and pickwhips, giving editors granular control without risk of desync.<\/p><\/li><li data-start=\"1651\" data-end=\"1804\"><p data-start=\"1653\" data-end=\"1804\">Procedural easing curves ensured motion consistency across templates \u2014 adhering to motion design principles of <strong data-start=\"1764\" data-end=\"1801\">rhythm, anticipation, and balance<\/strong>.<\/p><\/li><\/ul><p data-start=\"1806\" data-end=\"1993\">The result was a <strong data-start=\"1823\" data-end=\"1863\">mathematically elegant motion system<\/strong> that fused design with engineering. It&#8217;s an invisible framework that makes motion design as fast and reliable as writing a headline.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-28c4b5e e-flex e-con-boxed e-con e-parent\" data-id=\"28c4b5e\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-ba50c3f elementor-widget elementor-widget-image\" data-id=\"ba50c3f\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"150\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?fit=800%2C150&amp;ssl=1\" class=\"attachment-large size-large wp-image-364\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?w=2500&amp;ssl=1 2500w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?resize=300%2C56&amp;ssl=1 300w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?resize=1024%2C192&amp;ssl=1 1024w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?resize=768%2C144&amp;ssl=1 768w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?resize=1536%2C288&amp;ssl=1 1536w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?resize=2048%2C384&amp;ssl=1 2048w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Chapters1.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-fbc3472 e-flex e-con-boxed e-con e-parent\" data-id=\"fbc3472\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-6cb46c3 elementor-widget elementor-widget-image\" data-id=\"6cb46c3\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img decoding=\"async\" width=\"800\" height=\"372\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_PremiereFormatting_1.gif?fit=800%2C372&amp;ssl=1\" class=\"attachment-large size-large wp-image-367\" alt=\"\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<div class=\"elementor-element elementor-element-df26b27 elementor-widget elementor-widget-text-editor\" data-id=\"df26b27\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p data-start=\"2029\" data-end=\"2352\">Even though this was a technical project, the motion design thinking behind it was anything but mechanical. Every movement followed an editorial logic. Motion hierarchy that mirrored the rhythm of storytelling, transitions that acted as punctuation, and timing that conveyed the clarity and gravitas of the Times\u2019 brand.<\/p><p data-start=\"2354\" data-end=\"2545\">This was motion design as infrastructure: <strong data-start=\"2397\" data-end=\"2441\">art direction encoded into functionality<\/strong>. It was challenging, deeply rewarding, and proof that even math can be beautiful when it moves right.<\/p><p>So fun, and the entire time it just kept getting better and better. Matt is a world-class designer that teaches me something new on every project. There is a far better case study on the <a href=\"https:\/\/www.afternooninc.co\/\">Afternoon, Inc.<\/a> site so please vist and get a much sleeker and smarter overview&#8230;just like Matt himself.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-ce929e2 e-flex e-con-boxed e-con e-parent\" data-id=\"ce929e2\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-a5c0ff4 elementor-widget elementor-widget-image\" data-id=\"a5c0ff4\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"90\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?fit=800%2C90&amp;ssl=1\" class=\"attachment-large size-large wp-image-365\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?w=2500&amp;ssl=1 2500w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?resize=300%2C34&amp;ssl=1 300w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?resize=1024%2C115&amp;ssl=1 1024w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?resize=768%2C86&amp;ssl=1 768w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?resize=1536%2C173&amp;ssl=1 1536w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?resize=2048%2C230&amp;ssl=1 2048w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?w=1600&amp;ssl=1 1600w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_Mscl2.jpg?w=2400&amp;ssl=1 2400w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-9e9a404 e-flex e-con-boxed e-con e-parent\" data-id=\"9e9a404\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-361adce elementor-widget elementor-widget-image\" data-id=\"361adce\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"image.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img loading=\"lazy\" decoding=\"async\" width=\"800\" height=\"225\" src=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_NarrativeText1.jpg?fit=800%2C225&amp;ssl=1\" class=\"attachment-large size-large wp-image-366\" alt=\"\" srcset=\"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_NarrativeText1.jpg?w=1500&amp;ssl=1 1500w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_NarrativeText1.jpg?resize=300%2C84&amp;ssl=1 300w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_NarrativeText1.jpg?resize=1024%2C288&amp;ssl=1 1024w, https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/NYTO_NarrativeText1.jpg?resize=768%2C216&amp;ssl=1 768w\" sizes=\"(max-width: 800px) 100vw, 800px\" \/>\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t<div class=\"elementor-element elementor-element-2e34855 e-flex e-con-boxed e-con e-parent\" data-id=\"2e34855\" data-element_type=\"container\" data-e-type=\"container\">\n\t\t\t\t\t<div class=\"e-con-inner\">\n\t\t\t\t<div class=\"elementor-element elementor-element-59b8291 elementor-widget elementor-widget-text-editor\" data-id=\"59b8291\" data-element_type=\"widget\" data-e-type=\"widget\" data-widget_type=\"text-editor.default\">\n\t\t\t\t<div class=\"elementor-widget-container\">\n\t\t\t\t\t\t\t\t\t<p>Role:<br \/>Video Toolkit Development<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"<p>I got tapped by the creative genius Matt Eller from Afternoon, Inc. to help build out a bullet-proof toolkit for the folks at The New York Times. At first I was kind of like &#8220;wait&#8230;you&#8217;re serious?!&#8221; and then we got down to some late night template building collaboration goodness. The brief was clear: create a [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":368,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_jetpack_memberships_contains_paid_content":false,"footnotes":""},"categories":[15],"tags":[],"class_list":["post-363","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-video-toolkit"],"jetpack_featured_media_url":"https:\/\/i0.wp.com\/hatchet.tv\/wp-content\/uploads\/2024\/01\/nyto.png?fit=2150%2C2148&ssl=1","jetpack_sharing_enabled":true,"_links":{"self":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/363","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/comments?post=363"}],"version-history":[{"count":13,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/363\/revisions"}],"predecessor-version":[{"id":800,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/posts\/363\/revisions\/800"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media\/368"}],"wp:attachment":[{"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/media?parent=363"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/categories?post=363"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/hatchet.tv\/index.php\/wp-json\/wp\/v2\/tags?post=363"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}