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TIME Studios launches groundbreaking immersive project The March, bringing Martin Luther King Jr. and the historic 1963 March on Washington to virtual reality for the first time

An exclusive look at the project debuts in a special Issue of TIME with an historic TIME cover featuring a digital rendering of King from The March


The March exhibit opens publicly February 28, 2020 at the DuSable Museum of African American History in Chicago, Illinois. American Family Insurance is the Presenting Sponsor. 

Source: TIME Magazine

Today TIME's Emmy-award winning division TIME Studios launches its groundbreaking immersive project, The March, which brings the 1963 March on Washington for Jobs and Freedom and Martin Luther King Jr.'s iconic "I Have a Dream" speech to virtual reality for the first time.

Co-created by TIME's Emmy-winning Mia Tramz and industry-leading immersive storyteller Alton Glass, with executive producer and narrator of the project Viola Davis, The March features the most realistic recreation of a human performance in virtual reality to date, through advanced VR, AI, film production processes, and machine-learning techniques.

Meticulously researched and drawing on TIME's journalism, The March is created with the support of Intellectual Properties Management, Inc. (Licensor of the Estate of Martin Luther King Jr.), which granted TIME development rights for this project. The project has been made possible by Presenting Sponsor American Family Insurance.

The March debuts as an experiential exhibit on February 28, 2020 at the DuSable Museum of African American History in Chicago, IL, the first independent African American history museum in the country. The exhibit will run until November 2020.

Read more from TIME's news release

Why did American Family Insurance sponsor The March?

"American Family Insurance has had a long-standing commitment to protecting dreams in the communities we serve, and beyond. We are honored to be at the forefront of this partnership to bring such an important historical event to life to inspire and engage a whole new generation," said Sherina Smith, vice president of marketing at American Family Insurance, which supports this first of its kind educational experience that will teach and inspire audiences through innovative technology.

This exhibit is part of American Family's commitment to an inclusive, equitable world. Equality gives every person the chance to succeed – to dream fearlessly – and American Family is committed to making sure everyone has that opportunity, whether in the workplace or in the community. The company has made this commitment because they already know customers want to do business with companies made up of people like them – who stand in solidarity for issues they believe in – but also because they can have a real and positive impact.

American Family's hope is those who experience The March will be inspired by the fearless dreamers who helped change the world during this historic moment, and be encouraged to bring their own dreams to life.

As the Presenting Sponsor of The March, American Family's CEO and Chair Jack Salzwedel contributed a piece to TIME's Equality issue, explaining why an insurance company cares about equality. Read his message here

Learn more about The March, watch behind the scenes videos and find information on visiting the exhibition.

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About American Family Insurance group
Madison, Wisconsin-based American Family Insurance group is the nation's 13th-largest property/casualty insurance group and ranks No. 306 on the Fortune 500 list. The company sells American Family-brand products, including auto, homeowners, life, business and farm/ranch insurance, primarily through its exclusive independent contractor agents in 19 states. American Family affiliates (The General and Homesite) also provide options for consumers who want to manage their insurance matters directly over the internet or by phone. Affiliate Main Street America sells insurance products through independent agents and affiliate American Family Connect Property and Casualty Insurance Company (proposed new legal name of Ameriprise Auto & Home Insurance sells through partners. Web; Facebook; Twitter