This campaign was designed as a discovery, unfolding like an investigative report rather than traditional marketing. By presenting Impact Winter as a real event—through science, survival stories, and an LA Times false cover wrap—the campaign blurred fiction and reality, making the LA Times a participant rather than just a platform.

A two-minute animated video framed Impact Winter as a catastrophic event, combining scientific realism with survivor accounts to create urgency and emotional stakes. A high-impact building projection at LA Times headquarters further immersed audiences, transforming the campaign into a physical experience that couldn’t be ignored.