Home / Our Work / The FADER
Project:

The FADER

Client:
Fader Magazine.
Disciplines:
Strategy. Ideation. Sonic Strategy. Art Direction. Design. Experience Design. Music Curation.

“We refuse to let all this tapping on the keyboard stop us from living life, man.”

The FADER and Our Cultural Collaboration.

We started talking with the cool kids at FADER a while back. We had a mutual fan-club thing going. They had an eye on our mix series and we always looked forward to getting our FADER in the mail. As the mix series started to grow,  getting more and more hits, they saw a great opportunity to pair up with We Make It Good and start a cultural collaboration. The evolution was totally organic; first we partnered on the mix series, then we starting making print ads for their magazine and eventually, we came together to create a pop-up store and throw a clandestine party.

FADER Print Ads.

For the year that we curated the mix series, FADER ran a corresponding series of print ads in their magazine.  We saw the ads both as an avenue to drive traffic to our websites and as an opportunity to create visual art by extending the We Make It Good mixes into a broader cultural vernacular.

Phone Booth.

We challenged ourselves to create a week long installation in a Manhattan storefront based on the theme of communication and came up with our own Phonebooth pop-up gallery.  A good old fashioned telephone became our icon, a device that instills quaint feelings of nostalgia in all of us at WMIG and illustrates the most direct way to communicate a message: from one human to another.

Our goal with the Phonebooth was to connect and communicate with the public in a layered way- anonymously and personally - so plastering the town with enigmatic posters served as a gateway to ignite this exchange. The poster shows a man obscured by the piece of paper he’s holding. The only information gleaned is an 888 phone number beckoning to be dialed. The simplicity of the image of course belied its complexity and resulted in thousands of phone calls.  Intrigued dialers were greeted with a secret message that included the address of the We Make It Good Phonebooth and details about the party to come.

At the end of our week long pop-up, it was time to enjoy a Bud or two and jam as many people into our Phonebooth as possible. With people waiting to get in, it was the place to be.... some even swear they toasted Karl Lagerfeld. An intersection of public and private, the voice on the end of the line. The party was the culmination of all of our efforts and came full circle with the launch of another FADER  issue, some LA rap and lots of people curious about the WMIG masqueraders.

Mix Series.

The We Make It Good Mix Series was born out of our love for music. Pushing beyond voracious consumers, we thought it would be interesting to curate a mix series of our very own. We reached out to some of our good friends, favorite musicians and DJs to create the eleven mix collection of exclusive cuts, unheard gems and total classics.  To compliment the mixes, we designed unique album art for each one. Each volume was made available for download through both TheFADER.com and WeMakeitGood.com, and garnered considerable cultural acclaim with over 10 thousand hits per mix.