The Assignment: To develop a digital marketing program for Hearst corporate to run concurrently with Fall Fashion Week. Incorporating assets from multiple magazine titles, the entertaining collection of fashion experiences were assembled and designed to bolster the brand’s fashion cred at this critical time of year.
The Program: There were several moving pieces: We drew inspiration and part of the visual direction from a portfolio of Mario Sorrenti photography that was poly-bagged with a number of relevant Hearst titles. We added in blog coverage of the shows and insider shopping tips.
Then, we shot a kind of mini reality TV show. The show, called MagTV, followed six competing teams of magazine editors on their journey from concept to completion of a fashion spread—market appointments, model casting, styling, shooting, and graphic design. Users voted on which magazine’s editors did the best job.
