NEW YORK TIMES | LENS EDITION

Exploring the future of print media

PRINT | FILM | IMMERSIVE

In 2020, the New York Times partnered with Google to add a whole new level of interactivity to its weekend magazine. The teams leveraged the Google Lens technology to bring several editions to life with Augmented Reality visuals connect and extra digital content. The partnership ran through most of the year and was promoted across multiple marketing channels including print ads, editorial articles in the NYT and video content.

Both articles and ads were fully augmented, pioneering a new chapter in the long history of innovation for the New York Times.

Matthieu Lorrain was the creative lead on the Google side, providing expertise on how best to use the Google Lens platform to add interactivity to the NYT. He established a design framework on how to create for Lens and shared his past experience by training the NYT creative teams. Matthieu also consulted with to the creative agencies who developed ads for the Lensable editions, for instance working closely with R/GA to help develop a unique AR ad for the new Volvo SUV.

Brands: misc (NYT, Volvo, etc…)

Partner: New York Times

Platform: Print + Google Lens

Production Company: New York Times

Role: Google Creative Lead