A friend at a big agency pitched an idea that involves video games. The idea was shot down. Why? Someone on the big agency team claims that video games are "wrong for the project's target audience," adults. Last week, Gigi Hadid, to celebrate her March Vogue cover, proved that theory to be laughably wrong, as if anyone needed proof. But she also proved that her establishment media patrons are utterly disinterested in and disconnected from what people actually do with their time now. Hadid and a group of her friends decided to make "Gigi Play," a 3D animated video that mimics the experience of watching Hadid play a video game while streaming on a platform like Twitch. Directed by Alana O'Herlihy with fashion editor Gabriela Karefa-Johnson, 3D graphics artist Carol The Kitty, 3D garment artist Timo Rusall and 3D accessories artist Purple Moon, the project has the feeling of being made by real friends having real fun together doing something they love. Contrast that with not only the bizarrely bland and stuffy Vogue cover and profile on Hadid but also with the way the Vogue team announced "Gigi Play." The indifference to the project drips off that blog post!
I put more thought into writing my texts than the editorial team put into writing that announcement. They even lazily re-used the copy from that announcement on Instagram, the forum where all the energy in fashion is organized and exchanged. Which is strange, considering that Balenciaga made by far the most talked about and beloved fashion media moment in recent memory when they made their own video game. Obviously Hadid, O'Herlihy and friends think gesturing toward video games is cool and fun. It got them out of bed (literally, barely) to not only make something but promote it with pride on their IGs. The eye roll from Vogue is disappointing but not surprising. How many establishment agencies either a) know about Post Malone's virtual concert celebrating Pokémon's 25th anniversary tomorrow or b) would even have virtual concerts on their radars to pitch the idea to Pokémon? It's only the most valuable IP on Earth.
Shit you don't need to know
The IP-plundering Disney investor day presentation in December was so depressing to me that I actually gave up caring. The Paramount+ announcement this week was even more bleak. (THR)
Irving Azoff wants to take the Beach Boys to some pretty morbid and dystopian places! Want to hang out with the dead Carl and Dennis Wilson with your Facebook Oculus Rift headset on!? (RS)
Family Guy is coming to Fortnite. (Twitter)
The Snyder Cut is an endless waste of time. I wish I'd only spent the film's four-hour run time on it so far! (VF)
There are at least nine documentaries and dramatizations about Gamestop stock in the works. (The Ringer)
Apple TV+ slate looks "apocalyptically bland." (Twitter)
Reply All on pause. (NYT)
Shit you need to know
Shawn Mendes gets into digital collectibles. (Instagram)
PS5 VR not launching in 2021. (Playstation)
Grimes NFT auction this weekend. (Twitter)
Dispo gets Lorenzed. (NYT)
Mr. Beast ghost kitchens. (NYT)
Bobby Shmurda is extremely popular. (GQ)
Billie Eilish doc is out now. (Apple TV+)
Chief Keef and Tillavision set the bar for hip hop NFTs. (Rumfoords)