PLAYBOY

Problem

Solution

Rebrand Playboy as an editorial platform for young heterosexual men who would align with misogynistic creators and pick-up artists within 'the manosphere,’ - but subtly promoting a more progressive message.

Brand Refresh:

The Modern Gentleman

Reintroducing Playboy to the World: Out-of-Home Campaign

New Website & Content

Podcast

Playboy presents 'The Gentleman's Playbook', co-hosted by Mark Manson, the self-improvement author of 'The Subtle Art of Not Giving a F*ck' and 'Models: Attract Women Through Honesty.' and reality star, writer and former Playboy Bunny, Holly Madison.

Luxury Merchandise

Professional Sports Team Sponsorships

Sponsored After-Parties

Campus Ambassadors

Playboy would recruit campus ambassadors to promote their new brand platform across colleges nationally.
The selection would involve education and training modules, interviewing and a code of conduct. Ambassadors would then be tasked with generating awareness for Playboy’s new values through native social media posts, and distributing merch.

Sexual Wellness

Art Director: Julie Musarra

Experience Designer: Nate Villaire