THE CHALLENGE

The New York Times established their virtual reality channel, NYTVR, in October 2015, to share and promote groundbreaking virtual content amongst their vast readership. On November 7th, over one million NYT subscribers received Google Cardboard viewers with their Saturday Times to celebrate the launch of the free app. Our challenge was to create pioneering content for the debut that told the story of General Electric’s commitment to development while providing a meaningful experience for new consumers.

All the while remaining mindful that many of these new consumers were not familiar with Virtual Reality - our work needed to be both impactful and accessible - and as always, take the medium somewhere new.