OBJECTIVE

Hearst Digital Media engaged BMF to create a fun, engaging environment that allowed for seamless integration of the HMDM brands, while showcasing upcoming digital initiatives to both brands, agency clients and prospects. A key project goal included identifying and ideating interactive programming concepts and engagement pieces that further positioned Hearst as a leading innovator in the digital space, while also igniting social media engagement and online conversation.

ABOUT THE PROJECT

BMF conceptualized and produced Hearst’s Digital Media Newfronts at New York City’s Skylight Modern, developing interactive experiences and custom design elements to reveal slated video content and digital innovations across all of HMDM’s key categories.

Throughout the space, a series of custom vignettes and tactile experiences aligned with the brands’ four key verticals of fashion, food, beauty, and men’s lifestyle, bringing each brand to life for the audience in attendance. For example, large format screens showcased recipe tutorials for viewers, who were then prompted to open a drawer and immediately sample the finished culinary product in real time. A virtual bartender from Esquire’s digital content platform showcased a whisky cocktail while a live mixologist offered the beverage to guests. To promote the beauty vertical, a custom tunnel of powerfully evocative still images and video content was created to fully immerse guests, often surprising them along the way as certain photographs turned into moving images.

To support the surprises planned by Hearst executives in their keynote speeches and programming reveals (such as surprise walk-ons from America Ferrara and Candace Cameron), a custom stage with projected screens was strategically designed within the space for maximum audience engagement and immersion.