Lucas Mariano // MOTION - MAHA's Conspiracy Theory // NYT Opinion

I was invited once again to collaborate with the team at The New York Times Opinion. Jonah Kessel and Alex Stockton already had a funnel concept that served as the narrative thread throughout the entire video.

The challenge was to find a visual language that could translate this ideological funnel: starting with broader, seemingly harmless topics that gradually pull people in, and eventually leading them toward conspiracy theories, the purchase of questionable products, and the denial of essential medical procedures.

I first built the funnel using a combination of words and videos from the MAHA movement, organized into different chapters that would guide the narrative. From there, I translated that visual language into supporting frames throughout the piece, including quotes, data-driven screens, and other graphic elements.

Beyond being a particularly relevant piece, the project was also nominated for an Emmy Award, which made the collaboration even more meaningful.

Client → NYT
Role → Art Direction, Design, Animation