“Blending past, present and future, could this be a window into the future of magazines?” - Dazed media

radical innovation, fusing the old and new

When Jefferson Hack, CEO and co-founder of Dazed Media, wanted to meld the worlds of print and digital publishing, I was there to lead the global launch strategy to execution of the first-ever magazine with a moving, high-definition video cover.

Up against a timeline of just 3 months, our partnership between AnOther Magazine, pop icon Rihanna, photographers Inez & Vinoodh, luxury house Alexander McQueen and PCH, created an immersive, trans-media experience like no other. See below for key successes.

Key SUCCESSES:

• Rihanna exclusive social media launch activation via @badgirlriri (60M reach)

• 48.7M media impressions from 38 titles, including front page of the Financial Times and features in Business of Fashion and the Daily Mail

• 3.75M social impressions across 35 owned media social posts

• 4 global conference keynotes by founder, Jefferson Hack including FT’s Global Media Summit, SXSW, WGSN’s Creative Futures and Web Summit

• 5 x global experiential launches in partnership with Colette (Paris), Opening Ceremony (New York), Dover Street Market (Tokyo), Selfridges (London) and Yoox (Global eCommerce)

• Top tier fashion influencer earned media including Rihanna, Susie Menkes, Vanessa Friedman, Susie Bubble, Hypebeast.

• Product selling out at Colette, Selfridges and on Yoox within 2 hours