JR is famous for posting massive photographs in urban environments. His collaboration with the New York Times attempted to create a poetic awareness of New York’s storied history as a city of immigrants. To accomplish this, JR photographed 16 people who arrived in New York within the last year. For the cover, NYT zeroed in on Elmar Aliyev, a 20-year-old waiter living and working in Brooklyn.

In order to breathe new life into JR’s street art, they recorded his entire process – from Elmar’s photo shoot to the actual all-night-long application of 150 foot piece – with its proprietary camera technology, capturing footage in 360º 3D. They filmed on the ground, from the top of the Flatiron Building, and in a helicopter flying 500ft above NYC. The team then stitched the video fields together to create a fully immersive experience that puts the viewer right in the middle of the story.

Walking New York was presented at NYT’s New Fronts presentation, where the piece played a critical role in convincing buyers that the Grey Lady was serious about taking video journalism to the next level. NYT’s editor-in-chief Jake Silverstein shared the stage with Chris Milk and offered attendees a peek into their collaboration. With the market for digital advertising expected to reach $7.8 billion this year, traditional revenue streams need to be shaken up. They are the next level of art, entertainment, and engagement with one’s audience.