As the war in Ukraine entered another year, Outriders — a collective known for pioneering immersive journalism — joined forces with one of Poland’s largest news portals, Wirtualna Polska, to launch a powerful multimedia project called Kramatorsk. The City Approaching the Frontline.

More than a traditional news story, this project represents a new standard for digital storytelling in wartime. Through interactive maps, 360° video, and immersive mobile design, the project brings global audiences into the everyday lives of people living in Kramatorsk — a city on the brink, both physically and psychologically.

Reconstructing a city with digital cartography

Kramatorsk, a city once home to 150,000 people, now sees a fraction of its population remain as the frontline inches closer. The interactive report uses a dynamic map to guide the viewer through neighbourhoods, workplaces, shelters, and markets.

At each point, real stories unfold: soldiers stationed at empty intersections, civilians repairing homes amid distant shelling, and parents trying to keep a semblance of routine for their children.

What sets this project apart is that users choose their path. Unlike linear storytelling, this experience allows audiences to “walk” through Kramatorsk on their own terms, selecting which characters to follow and which spaces to explore.

“We didn’t want to lead the audience by the hand,” said Jakub Górnicki, co-founder of Outriders. “We wanted to give them the space to discover, to build their own emotional journey.”

Immersive media as a tool for empathy

The visual centrepiece of the project is its use of 360° video technology, optimised for mobile viewing. This choice is strategic; smartphones are now the primary medium through which many audiences consume content.

By tapping, rotating, and navigating their way through virtual environments, users engage more deeply with the content than they would through video or text alone.

It’s a format that’s not only innovative but also effective. Seeing bombed-out courtyards whilst hearing the voice of a local teacher creates an immediacy that bridges the gap between viewer and subject.

Rooted in purpose

Outriders’ lead reporter Jaklub Górnicki, emphasised the editorial mission behind the project: “We wanted to show how war affects everyday people. Collaborating with Wirtualna Polska gave us the perfect chance to create something to reach a bigger audience.”

This collaboration is a rare alignment of scale and substance: WP, with its massive audience reach, provides distribution muscle. Outriders brings storytelling craft, technical sophistication, and local expertise.

Together, they created not just a report, but a digital experience.

Stepping into the future of journalism

This project presents a compelling case study in what journalism can be when it transcends the article or video player. It shows that:

• Interactive storytelling can enhance engagement and comprehension, particularly in emotionally complex contexts such as war.
• Immersive technologies, such as 360° video, can foster empathy and connection across vast distances.
• Strategic partnerships between legacy media and digital-native teams can produce content that is both innovative and widely impactful.

At a time when attention is scarce and the flood of information is relentless, “Kramatorsk” slows the viewer down. It asks them not only to watch or read, but to explore — and in doing so, to feel.

“Kramatorsk. The City Approaching the Frontline” is not just a story from Ukraine. It is a blueprint for the next era of media: one that is participatory, immersive, and emotionally intelligent. In a digital landscape too often defined by noise, this collaboration shows what journalism sounds like when it listens.

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