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Launch Karl Lagerfeld's 2015 collection with heightened digital impact through the creation of an original social object.


The Solution

We created The Karl Daily. An original social object and satirical tabloid-style publication that ran across all mediums to engage consumers and highlight brand happenings on a global scale. Scroll the bar below or check out what it looked like here.

Print Executions

Too often, the digital execution of a campaign is merely an afterthought, developed only as an extension of print. But the Karl Daily flipped the traditional creative process on its head, beginning first with the creation of original digital content - which then inspired the print. Scroll through the slides below for more.


On the World Stage at Paris Fashion Week

During Paris Fashion Week, 150K copies were distributed across all European cities in-store, and quickly became a collectible item - with editions printed in English, French, German and Chinese.

Branded Social Content

Branded content teased the launch of the campaign on the KL instagram channel.