As the local journalism crisis deepens, with thousands of local news outlets shuttering across the country, The New York Times has renewed its focus on covering its own home base. Because of The Times’ political and international coverage, many New Yorkers don't think of The Times for local journalism.
“How we can we give New Yorkers a way to more tangibly experience our local journalism beyond simply reading it?” This was the question posed by The Times.
The Times team collaborated with us to develop a concept that would grab a commuter’s attention within 2-3 seconds, create visuals compelling and intricate enough to hold that attention, relate that attention to the journalism that inspired the work, and give visitors a deeper understanding of the stories and journalists themselves.
Five perspective-shifting installations in otherwise vacant storefronts brought important reporting from each borough to life — wrongful murder convictions in Brooklyn, educational inequality in the Bronx, reckless taxi lending schemes in Manhattan, the life of an overlooked woman in Queens, and forgotten history in Staten Island. Each storefront explained the significance of the reporting, and featured a bespoke audio narrative with the journalists. We used a number of visual and technical devices to grab attention, including theatrical design, illusions, presence sensors, and unusual perspectives.
"Art installations for social awareness," is how one visitor described our bold and unexpected installations.
The campaign drove more than 1.1. billion earned social impressions, and saw significant lifts in brand perception, including agreement that The Times is a news source that creates change and an increase in understanding of what it takes for The Times to produce journalism. But our installations did more than that - they fostered real conversation and introspection between complete strangers in the neighborhoods where these stories actually happened.
Credits: - The New Motor - Specialty Fabricator - n/a n/a