Behind The Mask
2020, Campaign Strategy
Gaining 750,000 impressions on a multimedia campaign dedicated to the craft in design
The ambitious Vogue + GQ initiative featured an extensive list of collaborators across fashion design, retail, travel, and streaming.
Role → Interviewing, Writing, Cross-Departmental Collaboration
Team → 20
Output → Interview 1, Interview 2
[what]
A six-part video and written series narrates stories of leading fashion designers creating masks, each celebrating a craft of India.
[who]
Collaborations included streaming, e-commerce, television, and all of CNI’s publishing platforms.
[how]
The symbolic face mask became the core motif underpinning each designer’s story, alluding to indigenous crafts they channeled into their design.
[why]
The campaign’s primary aim was to raise funds for craft clusters across India affected by the pandemic.
[the challenge]
How can the written word contribute to a multi-pronged awareness effort in the middle of a lockdown?
[the concept]
I conducted in-depth interviews with each designer as they offered a glimpse into their lives during lockdown, creating a prototype of a mask inspired by elements of Indian art and culture.
[the mechanism]
Interviews were then converted into content banks that would be tailored for publishing platforms in longform and episodic formats.
[scaling across platforms]
Designer → Mask Prototypes → Mask Products → Episode, Longform Articles
