Role: Creative Strategist

Sometimes it’s better to stop fighting your enemy and just embrace them.

In this case, the enemy was digital content. We were wire hired by The Paper and Packaging Board to promote their industry, and the use of paper in general.

So you could fight people’s tendencies to embrace digital content…or you could offer up a new way for them to interact with the things they love.

The idea was to partner with people’s favorite podcasts, have popular episodes transcribed alongside short essays, and then distribute that content in a printed magazine form in Barnes & Noble locations across the country.