Read Ahead with WIRED Magazine 

Summary | WIRED Magazine was iconic in the 90s for its accurate optimistic predictions about the digital revolution. As digital has become mainstream, they’ve started to change their tone. To increase readership in a world where most publications now also cover digital, we positioned WIRED as a guide to our tumultuous future. 

What I did:

Research
Creative Brief

Comms Planning

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BACKGROUND  
WIRED was launched in 1993 to take the digital revolution mainstream.

Their goal was to write about the future of culture, business, politics, daily life. They made a magazine that felt as if it had been mailed back from the future.

PROBLEM 
The digital revolution is no longer a revolution, but a part of our everyday lives.

There’s now a Digital, Innovation, and Tech section on just about every reputable magazine and website—not to mention the real-time updates we get via social media. As a result, it is one of the least popular magazines at Condé Nast and has lost 50% of its ad pages.

OPPORTUNITY  
One thing has remained consistent with WIRED: Their dedication to predicting the future.

In 1994 they accurately predicted ad blockers. In 1997, Fake News, and in 2003, the power of the camera phone. And they haven’t stopped. Except now that they’ve seen the results of the digital revolution, their predictions are cautious.

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OBSERVATION  
After being caught off guard multiple times in the past years, we're more cautious than ever.

With lives thrown out of whack because of our political climate and the pandemic, people are feeling extra cautious. A 2021 US consumer sentiment survey by Mckinsey reports, "Steady overall cautious optimism." 

STRATEGY  
Position WIRED as a guide to the tumultuous future.

CREATIVE CONCEPT   
Read Ahead. 

We explored the future of new technologies from WIRED articles to intrigue readers into reading ahead with WIRED.

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Read Ahead

PRINT
WIRED ads displayed in other Condé Nast magazines, like Allure, Bon Appétit and GQ.

Allure Magazine
Allure Magazine

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GQ Magazine
GQ Magazine

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Traveler Magazine
Traveler Magazine

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Allure Magazine
Allure Magazine

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EXPERIENTIAL 
WIRED brings futuristic exhibitions to DC's Museum District. Patrons will be able to subscribe at each exhibit.

Spy Museum

An unsuspecting photo booth uses Deep Fake technology to assume your identity.

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Natural History Museum

An exhibition masqueraded as a children’s game highlights the dangers of gene editing.

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Air + Space Museum

An autonomous car demo reveals the dilemmas we will face as self-driving vehicles become more prevalent.

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PARTNERSHIPS

No Sleep Podcast Miniseries

Episode One - Prosthesis
 

WiredPodcastArtist Name
00:00 / 00:42

Netflix

A docuseries called Rewired about the science and technology of the future with Rami Malik from Mr. Robot.

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MERCH
Free with any WIRED subscription as an extra measure of safety for the future.​​

Adversarial Tee + Mask

The tee features a patch designed by Belgian researchers that renders you invisible to any AI technology. The mask QR code will display a warning message to those taking a photo of you without permission.

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Team Madeline Guzzo (AD), Kevin Ma (CW)