GE: WHAT POWER SOUNDS LIKE
An immersive, audio-first editorial experience.
The opportunity
GE wanted to showcase how its power plants around the world are helping communities. So we pitched an exclusive sponsorship of the New York Times Magazine’s “Voyages” issue. The issue had almost no text and instead relied solely on images and audio, immersing readers in a totally new experience.
The work
We traveled to three unique power plants in Chile, Uganda, and the North Sea to capture audio and images that conveyed the interplay between communities and electric power.
Readers could scroll through the images, or leaf through the physical magazine, and hear synchronized audio including ambient sounds and interviews with community members.
The results
By uniquely combining original photography and audio, we were able to create a branded story that still fit authentically and natively in The New York Times. It was an original, innovative format that grabbed attention and created buzz.
Check it out here. It’s still one of my favorites.
