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entries
Industry Event
An AI workshop for museums, at the binational meeting
Forty places, one afternoon, and a room of cultural managers from Juárez and El Paso learning what the tools can and cannot do.
Community
Juárez x Venezuela: direct aid after the earthquakes
Liz Pasillas and Jonalex Herrera were visiting family in Venezuela when the June 24 earthquakes struck. They now raise funds to buy aid locally.
Speaking
Liz Pasillas on leading from who you already are
Her mind went blank in front of 30 investors in Miami. The TEDx talk is what she built out of the three days that followed.
Pitch
Trainlight at Startup Juárez's Innovación Fronteriza
Ten local startups presented at the May 2025 demo day, and Frente Norte used it to report what the region had built in a year.
Ecosystem
Smart Tech Alliance took Juárez's case to government
A federal deputy came to see the border's innovation ecosystem in April 2025. Two weeks later the group was in the city's economic office.
Appointment
Liz Pasillas took office at CANACO's software section
The chamber's specialised software section elected her president in early 2025, with a mandate to push digital transformation in local firms.
Pitch
Trainlight pitched at the Venture Connect Summit
Twenty-four startups applied, ten reached the stage. Investors from Silicon Valley came to Ciudad Juárez to watch.
Speaking
Jonalex Herrera's TEDx talk on migration and identity
He reshot his own border film after a director lost its essence, and told TEDx Ciudad Juárez what newcomers owe the city that takes them in.
Interview
NDA explained immersive training on En 15 La Entrevista
On NetNoticias, Jonalex Herrera and Liz Pasillas made the case for rehearsing dangerous work in VR before anyone does it for real.
Award
New Discovery won the Bridge Accelerator grand prize
Trainlight took the top presentation prize and $10,000 in seed capital after twelve weeks of rebuilding its business model.
Award
Technology HUB covered the Bridge Accelerator win
Technology HUB reported the win, the $10,000 seed award, and Liz Pasillas on why the team stopped selling one-off VR builds.
Talk
Liz Pasillas opened HUBtalks 2024, on marketing and AI
Technology HUB's first talk of the year could have been a lecture about AI. She made the room open accounts and build things instead.
Industry Event
Inbound Growth MX 2023 and the demand systems ahead
At Inbound Growth MX 2023, SEO, AI, automation and sales systems stopped being separate topics and started being one problem.
Press coverage
Juárez Aumentada went out to the community centres
A Cultura Conectada press conference and a round of community-centre visits took Juárez Aumentada out to the city in November 2023.
Profile
El Diario on why Jonalex Herrera stayed in Juárez
El Diario placed Jonalex Herrera among Venezuelan professionals who built careers in Juárez, and tied him to New Discovery Agency.
Industry Event
Jonalex Herrera on XR training to 40 auto directors
At the Querétaro Automotive Cluster, Jonalex Herrera argued VR and AR could cut risk and cost from industrial training and inspection.
Press
RevistaNet profiled Liz Pasillas in February 2023
The interview put four things side by side: the company, the cultural projects, the boxing programme, and why she does all three.
Feature
El Diario explained Juárez Aumentada in plain language
El Diario described Juárez Aumentada as a didactic AR experience for local heritage, and named both founders as the team behind it.
Industry Event
New Discovery's founders went to EXMA 2022 in Mexico City
Pasillas and Herrera went to EXMA 2022 in Mexico City, a summit on entrepreneurial growth with Tony Robbins and Ricardo Salinas on the bill.
Borderplex Event
New Discovery at Juárez Exponencial's supplier day
Juárez Exponencial 2022 put 31 maquiladoras and 80 national suppliers in the same rooms, with New Discovery pitching immersive training.
Partnership
BRP backed Juárez Aumentada's augmented reality work
BRP supported Juárez Aumentada through its community programme, on augmented reality at public monuments and cultural centres.
Recognition
Juárez Aumentada won a place in the EKÁ Naweame call
The EKÁ Naweame selection funded Juárez Aumentada and put a state cultural programme's name behind an augmented reality project.
Partnership
BRP backed Ruta Norte at its virtual reality opening
BRP attended the inauguration of Ruta Norte's VR documentary and supported it through its community and cultural programme.
Industrial Proof
Virtual reality training for Johnson & Johnson procedures
New Discovery built Johnson & Johnson a procedure-training system in AR and VR, for a moment when in-person training was hard to sustain.
Founder Profile
MexicoIndustry profiled Liz Pasillas, Juárez founder
A 2021 profile traced Liz Pasillas from a Juárez upbringing and business training into immersive technology and industrial marketing.
Ecosystem
The workshop that mapped Paso del Norte's tech ecosystem
Ten organisations put their plans on the same table in June 2021, so the region could be pitched to foreign investors as one story.
Cultural Proof
New Discovery built Ruta Norte around migrant testimony
A 2021 account of Ruta Norte in progress: a documentary on migration to the US, with virtual reality used to close the distance.
Market Shift
El Diario on the year New Discovery moved to Juárez
El Diario found a Miami production company selling immersive training, positioning and virtual tours to Juárez firms in 2020.
Broadcast
Ruta Norte, explained on the state's morning broadcast
The founders joined Chihuahua's governor on his live programme in July 2020 to talk about the virtual-reality documentary on migration.
Press
NET Noticias covered the agency's 2020 anniversary
Seven years after Miami and one year into Ciudad Juárez, a local outlet ran a special report on what the company was building.
Podcast
Liz Pasillas and Jonalex Herrera on the Innovator Podcast
The two founders talked innovation and company direction on the Innovator Podcast in March 2020, months before the Juárez coverage.
Forum
Retention and turnover, at CANACINTRA's 2019 HR forum
The annual meeting of border HR leaders heard the founders argue that immersive training changes who stays and who leaves.
Press coverage
El Diario profiled Liz Pasillas, "Juarense de película"
Six months after the founders came home, the city's paper went through her filmography and put a Juárez name on it.
Hackathon
Thirty hours of game-making at UACJ's runGame 2019
Students had 30 straight hours to build a game on a theme nobody saw coming. The founders came to talk about practical creativity.
Industry Event
New Discovery showed immersive work at Border Tech 2019
At Border Tech 2019 in Ciudad Juárez, the agency pitched immersive systems to manufacturers as process and cost improvements.
Panel
Liz Pasillas on GCC's Talent Women in Innovation panel
Grupo Cementos de Chihuahua's innovation week put four local leaders on a panel about women in innovation. She was one of them.
Industrial Proof
New Discovery showed VR and AR at Bosch's Innovation Day
Bosch opens one day a year to a short list of regional suppliers. In 2019 immersive training was on the table.
Award
A Bronze Telly for Uniquely Orlando, her travel film
The travel film she produced with 66 Films for Passport Magazine took a 2019 Bronze Telly in travel branded content.
Talk
A HUBtalk on connecting audiences in an immersive era
Technology HUB gave a Thursday evening in May 2019 to the founders, explaining VR, AR and 360° to businesses in Ciudad Juárez.
Film
HBO picked up Malabar, co-written by Liz Pasillas
The short film about an undocumented mother searching for her son ran on HBO's platforms from 2019. Liz Pasillas produced and co-wrote it.
Festival
Miami New Media Festival 2018 showed the founders' work
Herrera and Pasillas showed at the 2018 Miami New Media Festival, in a section on video art, robotics and virtual reality.
Accelerator
Liz Pasillas joined Babson's WIN Lab accelerator in Miami
Babson College picked New Discovery Media for its 2018 WIN Lab Miami cohort, one of 18 founders in a five-month accelerator for women.
Exhibition
360° music experiences at ArtsLaunch 2018 in Miami
Twelve hours, a hundred arts organisations and the Arsht Center's whole building. The kids went for the headsets.
Conference
New Discovery Media at the Startup Nation Conference
Miami Dade College's Israel–South Florida tech conference put Liz Pasillas in its augmented and virtual reality session.
Competition
Liz Pasillas pitched Mersyv at the Female Founders Challenge
Eight women-led companies pitched on the main stage at unbound Global Miami in November 2017. One of them was New Discovery Media.
Founder Profile
VoyageMIA on Jonalex Herrera and Liz Pasillas in Miami
A 2017 interview caught Herrera and Pasillas running New Discovery Media in Miami, between music videos and their first 360 experiments.
Accelerator
The founders finished CREATE at Miami Dade College
Jonalex Herrera and Liz Pasillas went through CREATE, The Idea Center's accelerator, and closed it at Demo Day in August 2017.
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