NYC Wayback

What is a city but the people? Buildings, places, and spaces are shaped by the people who have lived there. Unfortunately they can be and have been lost through time and within history books. Utilizing technology however, we can uncover these places once again. NYC Wayback is a mobile app for discovering the history of the city as you're walking through it.

You can use the app to pull up old photos of your location to compare the past with the present as well as learn about the space, the people who were there, and similar places.
Explore the area around you and learn about what happened on this day in the history of this city.
Visit places to unlock all of the information about the space. Add them to your bucket list to visit for another day.
The ad campaign is focused on superimposing historical images in real life spaces, allowing people to simultaneously view and compare the past and present.

The following are examples of [contextual] ads on subway interiors, subway stations, OTG machines, urban panels, and LinkNYC wifi hotspots.
Try out the app at

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Graphic Designer