In 2012, I established the digital department with my colleague Fiona Mackay (we both came from the Dazed Group) for the international public relations and brand strategy agency.
The goal was to integrate digital into the everyday business and lead innovation in communications through the use of prestige technology and cutting-edge appeal.
Given the agencies enormous influence and status, the seaming-less integration of digital as a new service arm had to be crafted carefully around the requirements of established clients.
We launched Karla Otto's first website, optimised Fashion GPS, developed new internal processes and established a tight network of digital influencers: from bloggers and online editors to the photographers, filmmakers and developers; pioneering new modes of expression in the online realm. Fiona and I then developed and managed exclusive projects, producing high-quality, shareable digital content for multichannel seeding.
Testino’s Mercedes-Benz campaign for Berlin Fashion Week in June 2012 was realised with concept development, art direction and film by MARIOTESTINO+.