Viacom Attention Experience
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
Press ADWEEK / WALL STREET JOURNAL / VARIETY
Event specific "loading" Rabbit Head mark
Event specific "loading" Rabbit Head mark
Event specific wordmark
Event specific wordmark
Atmosphere & graphics
Exterior window vinyl & Playmate brand ambassadors
Exterior window vinyl & Playmate brand ambassadors
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
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 style program
Mini Mag style program
Mini Mag interior
Mini Mag interior
Mini Mag interior
Mini Mag interior
Mini Mag unfolded interior spread
Mini Mag unfolded interior spread
Stair exit graphic
Stair exit graphic
First Playboy adult coloring book guest giveaway
First Playboy adult coloring book guest giveaway
Coloring book interior pages, illustrations by Jamie Loftus
Coloring book interior pages, illustrations by Jamie Loftus
Snapchat geo filter
Snapchat geo filter
