Publisher Hearst, the media conglomerate behind Harper's Bazaar, Cosmopolitan, Esquire, ELLE and O, The Oprah Magazine, is promoting its first iPad-only magazine titled "Cosmo for Guys" with the "iPad Head Girl".
The campaign employs a modern take on the sandwich man, thanks to creative concept by viral marketing agency Thinkmodo which calls for a custom-designed head gear, fabricated by MTV Movie Awards makers Clockwork Apple.
The video features a girl wearing headgear made out of 4 iPads shaped into a cube projecting video playback of each side of her head. As she walks around a park in NYC, she starts to attract quite a bit of attention but only one guy has the courage to sit down next to her. He figures out that the only way to get her to respond is to touch her face (the projection of her face on the iPad). This launches the Cosmo For Guys magazine app.
"The concept and analogy here is to show a guy 'getting inside a girl's head' and sort of 'reading her mind' by flipping through the magazine pages on the iPad. The reason for that is: it is the first magazine for men that is written by women, so for the first time women are letting guys in on what they think," says the viral's Creative Director Michael Krivicka.
The Next Web explains that the head gear is comprised of four iPads "shaped into a cube projecting video playback of each side of her head".
The stunt is an attempted analogy of a guy "getting inside a girl's head". And how is the girl able to tell her way with the head gear on? She's wearing a pair of video glasses inside the head gear which display live video feed captured bya camera hidden inside her purse. Gotta love how New Yorkers give her a strange look as she strolls down a park.
Thinkmodo had the head gear custom designed and fabricated at Clockwork Apple, makers of those MTV movie awards explains:
"Once the girl put on the "iPad head", she was not able to see. And since she had to walk around the park, we had to figure out a way for her to see inside the iPad Head. So we hid a camera inside her purse that would feed live video into a pair of video glasses she was wearing inside the iPad Head. That allowed her to see where she was walking," explains Krivicka. Krivicka worked on the viral with Thinkmodo Creative Director James L. Percelay, Camera man Tom Graney.
A couple of screenies of the mag and the iPad Head Girl video is embedded right below:
Here's the iPad Head Girl video: