Katie Mullins

Google Cloud x The New York Times


Google Cloud x The New York Times

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 we invited viewers to act like a journalist and dig deeper into a photo’s story by using AR. In the end, this campaign demonstrated how NYT is using Google Cloud technology to forever change the game of journalism.

Client: Google Cloud x The New York Times Role: Art Director Creative Director: Chad Leitz & Matthew Wakeman
Micosite designed by Instrument
Ad Age
2019 One Show | Co-Promotions | Merit
2019 One Show | Innovation in Print & Outdoor | Merit
2019 Cannes Loins | Digital Craft (Data Storytelling) | Shortlisted
2019 Cannes Loins | Creative Data (Data Storytelling) | Shortlisted
2019 Cannes Loins | Creative Data (Data Technology) | Shortlisted



Station dominations in five major NYC subway stations helped give this campaign millions of impressions.


Print ads published in NYT alongside the Past Tense articles helped for a seamless transition from advertising to storytelling.


Augmented reality helped the viewer dive into multiple stories inside each photo.

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