For over 40 years, Rochester, New York’s City Newspaper has been the go-to guide for everything from milkshakes to Shakespeare. Unafraid of risk or controversy, the progressive weekly has also functioned as a beacon for the city’s underdogs, its underserved and its underground scene. The newspaper obeys no limits with respect to its content and its reach, and this idea served as the inspiration for this print campaign by Rochester-based Jay Worldwide. The series, published as the newspaper’s centerfold for six consecutive weeks, captures the paper’s unusual breadth with both whimsy and candor.