PLAYBOY NEWFRONTS

PLAYBOY NEWFRONTS

REINTRODUCING A LEGACY PRINT BRAND TO THE DIGITAL CONTENT MARKETPLACE

On the heels of the buzz-worthy March 2016 announcement that it would be removing nudity from the brand, Playboy was tasked with re-introducing itself to the NYC advertising marketplace with its first ever Digital Content NewFronts presentation. The afternoon event co-hosted by Playboy's CEO Scott Flanders & brand ambassador Waris Ahluwalia included: interactive brand activations, a multi-media 3-screen presentation with guest appearances, music by DJ Chelsea Leyland, a custom Snapchat geo filter, and branded giveaways including a one of a kind Playboy coloring book.

  

On the heels of the buzz-worthy March 2016 announcement that it would be removing nudity from the brand, Playboy was tasked with re-introducing itself to the NYC advertising marketplace with its first ever Digital Content NewFronts presentation. The afternoon event co-hosted by Playboy's CEO Scott Flanders & brand ambassador Waris Ahluwalia included: interactive brand activations, a multi-media 3-screen presentation with guest appearances, music by DJ Chelsea Leyland, a custom Snapchat geo filter, and branded giveaways including a one of a kind Playboy coloring book.

  

CONCEPTING
STYLE GUIDE
EXPERIENTIAL DESIGN
PRODUCTION
PRESENTATION DESIGN

branding
NAMING
COPYWRITING
UI / UX DESIGN
FOUNDER

Role CREATIVE DIRECTOR

Role CREATIVE DIRECTOR

Client PLAYBOY

Venue SKYLIGHT MODERN, NYC, 2016

Production CIVIC & MEDIALINK

Playboy-NF-Hero-lowqual
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Event specific "loading" Rabbit Head mark 
Event specific "loading" Rabbit Head mark
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Event specific wordmark
Event specific wordmark

Atmosphere & graphics 

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Exterior window vinyl & Playmate brand ambassadors 
Exterior window vinyl & Playmate brand ambassadors
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Messaging graphic & Playboy CEO Scott Flanders
Messaging graphic & Playboy CEO Scott Flanders

BRAND RALLYING CRY:

BRAND RALLYING CRY:

“PROGRESS. FREEDOM.
EXPLORATION.”

“PROGRESS.
FREEDOM.
EXPLORATION."

Lenticular wall — 1st centerfold Marilyn Monroe (1953) & 1st non-nude centerfold Sarah McDaniel (2016)
Infinity Room — endless timelapse of every Playboy cover
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Infinity Room
Infinity Room
Infinity Room
Infinity Room

AS HUGH HEFNER USED TO SAY:

AS HUGH HEFNER USED TO SAY:

“WELCOME TO
THE GOOD LIFE.”

“WELCOME TO THE GOOD LIFE."

The presentation with host Waris Ahluwalia
Cold Open video
Cold Open video
History of Playboy video
History of Playboy video
Section introductions with custom cinemagraphs
Section introductions with custom cinemagraphs 
mini-mag
Mini Mag style program
Mini Mag style program
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Mini Mag interior
Mini Mag interior
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Mini Mag interior
Mini Mag interior
mini-mag-spread
Mini Mag unfolded interior spread
Mini Mag unfolded interior spread
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Stair exit graphic
Stair exit graphic
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First Playboy adult coloring book guest giveaway
First Playboy adult coloring book guest giveaway
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Coloring book interior pages, illustrations by Jamie Loftus
Coloring book interior pages, illustrations by Jamie Loftus
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Snapchat geo filter 
Snapchat geo filter
bag
"Loading" Rabbit Head bag guest giveaway
"Loading" Rabbit Head bag guest giveaway

RESULTS

RESULTS

We’ve spent a lot of time and resources transforming Playboy into a mainstream, digitally focused lifestyle brand. Our digital audience is 80% millennial, and in the past year the avg. age of website visitors dropped from 47 to 30."

We’ve spent a lot of time and resources transforming Playboy into a mainstream, digitally focused lifestyle brand. Our digital audience is 80% millennial, and in the past year the avg. age of website visitors dropped from 47 to 30."

We’ve spent a lot of time and resources transforming Playboy into a mainstream, digitally focused lifestyle brand. Our digital audience is 80% millennial, and in the past year the avg. age of website visitors dropped from 47 to 30."

- PHILLIP MORELOCK, CHIEF DIGITAL OFFICER

More Experiential Work

© 2020 GRETCHEN MAYER

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