Putting a Lens on The New York Times
An AR Experience — Made with Google
Demonstrating Google Lens
Google Lens allows users to learn more about the world around them through AR technology. With the goal to drive awareness and positive sentiment of the app among a tech-savvy and worldly audience, we helped Google and The New York Times Magazine create an interactive reading experience that uses Google Lens to ignite talkable moments.
Making every cover (and several ads) within the magazine Lens-enabled throughout the year meant readers could use Google Lens to learn more about the content they cared for. And as 2020 unfolded and social justice movements supporting Black and LGBTQ+ rights gained prominence in the US, we repurposed the campaign as an opportunity to show support for these movements in a meaningful way, all while introducing Google Lens to the New York Times readership.
To highlight these emerging movements, we created “living surface” ads that brought to life the stories and history of individuals who helped win rights for the discriminated and marginalized.
Related
Projects, press, honors, and stories:
An AR Experience
Engineering Portraits of Courage
In celebrating those who are fighting for women’s rights around the world, we created five Lens-enabled images which tell the moving stories of these incredible women fighting for change.
— Made with Google
Ideas
Design for Uprising
In the summer of 2020, we confronted a series of events that would profoundly reshape the way we look at the world. Seeking historical context to help guide us, we gathered examples of protest art to contribute to the movement.
by Mikell Fine Iles, Executive Design Director
3 minute read
Honors
Hook Recognized for DE&I Work in Inaugural Anthem Awards
Our work with Google and the New York Times wins silver at the Anthem Awards, an initiative from the Webby Awards to champion purpose and mission-driven work.
by Sara Moshier, Business Development Director
1 minute read