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