The One Show
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Category
Augmented, Virtual & Mixed Reality (AR, VR, MR)
Annual ID
OS24_CT036M
About the Work
As NYC's Chinatown natives disperse to satellite communities and the tourism industry experiences an unprecedented lull, those who remain in the neighborhood are left to consider: How do we bring people back into Chinatown?
For the second edition of CANAL Magazine, Grand Crew chose to document Wellington Chen, the work of Chinatown Partnership, and the businesses who make the neighborhood special. We collaborated to translate the film into a nine-spread showcase of the images, with each spread AR-integrated to show chapters of the film in real space above the magazine. This solution let us emphasize both the film and the images, giving them both featured roles independent of each other but still working together within the magazine.
But, we knew that for our message to take hold, we would have to bring the project to street-level. At Canal Street's iconic information booth, a quick scan of a massive poster featuring Yanyun Kin, a Chinatown Partnership sanitation worker-turned-model, triggered a title animation in real space. Down the street, a vacant storefront’s worth of windows directed passersby to watch the documentary and purchase the magazine. Proceeds supported Chinatown BID and, in turn, the community.
This initiative seized the moment to empower locals in reshaping their neighborhood. Through an interactive, multimedia approach, we handed the mic to our subjects and provided a platform to connect with the tens of thousands traversing Chinatown daily.
For the second edition of CANAL Magazine, Grand Crew chose to document Wellington Chen, the work of Chinatown Partnership, and the businesses who make the neighborhood special. We collaborated to translate the film into a nine-spread showcase of the images, with each spread AR-integrated to show chapters of the film in real space above the magazine. This solution let us emphasize both the film and the images, giving them both featured roles independent of each other but still working together within the magazine.
But, we knew that for our message to take hold, we would have to bring the project to street-level. At Canal Street's iconic information booth, a quick scan of a massive poster featuring Yanyun Kin, a Chinatown Partnership sanitation worker-turned-model, triggered a title animation in real space. Down the street, a vacant storefront’s worth of windows directed passersby to watch the documentary and purchase the magazine. Proceeds supported Chinatown BID and, in turn, the community.
This initiative seized the moment to empower locals in reshaping their neighborhood. Through an interactive, multimedia approach, we handed the mic to our subjects and provided a platform to connect with the tens of thousands traversing Chinatown daily.
2024 Awards
Total Points: 3
Merit
Credits
Agency
Grand Crew / Brooklyn, NY
Design Firm
Sunday Afternoon / New York
Post Production Company
Cross Cut Pictures / New York
Director
Geoff Sean Levy
Director of Photography
Konstantin Lyubimov
Executive Creative Director
Rich Tu
Executive Producer
Ian Kaplan
Additional Cinematographer
Chris Tharp
Executive Producer & Partner
Audrie Poole
Senior Designer
Xiaoyu Xue
Co-Founder & Partner
Ahmed Klink
Juan Carlos Pagan
Production Manager
Lizzie Brightly
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