I launched W Magazine’s first Instagram filter and Instagram challenge, turning the brand’s iconic cover format into a participatory digital experience during the early days of the pandemic. The campaign paired a playable W cover filter with a companion feature spotlighting talent including Naomi Campbell, Ciara, Charli XCX, Christian Siriano, Lili Reinhart, Riz Ahmed, Bretman Rock, Jonathan Van Ness, Bethenny Frankel, and Lisa Rinna. Talent created self-shot digital covers using the filter, while followers were invited to make their own outrageous W covers for a chance to be reposted.
Ideation, Strategy, Production: Shayan Asadi
Editorial: Maxine Wally
Design: Tilden Bissell
Social: Jenny Oliver
Instagram Filter/AR: Allia Alliata