Using Gen AI to turn 6 sheets into windows to the past

In an era of unprecedented disruption, public trust in journalism is at an all-time low. To remind people of The Times’s 240-year legacy of making sense of seismic history , we needed an approach that felt visceral, location-relevant, and culturally urgent.

For Our Changing Times'—a project that won Gold in Ocean Outdoor's Digital Creative Competition.

We transformed standard DOOH D6 screens into physical windows to the past. We used AI and mixed reality tech, the screens capture a live camera feed of the modern street before seamlessly blending it with a historically accurate, 3D-recreated archive of that exact location decades prior.

In Birmingham: Passersby on Corporation Street witness remarkable motion pictures of firefighters tackling a real blaze during the Blitz.

In Manchester: Deansgate transitions into a historic march at the very birthplace of women's suffrage.

Every execution anchors these immersive mixed-reality worlds with authentic archival excerpts , closing on a simple, definitive truth: "We’ve covered it all over the last 240 years."

By combining cutting-edge spatial tech with deep-dive historical research, we turned traditional outdoor media into an interactive, emotionally resonant time machine.