Google Cloud + NYT

The New York Times partnered with Google Cloud to unearth data from millions of photos. For over a 100 years these images have been stored in an underground archive called

The Morgue, located several stories beneath Times Square. In this 360 campaign viewers were invited to act like a journalist and dig deeper into a photo’s story by using AR. 

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Station Dominations in five major

NYC subway stations helped give this campaign millions of impressions.
Retouching all photos, mapping, building, coding and tracking hundreds of mechanicals for unique placement, and testing the AR mobile app on the OOH mini proofs were some of the hurdles in producing this quick-turn campaign.