VIV Mag Case Study: A Motion Cover and Interactive Spread for iPad

The studio concepted and produced a successful motion feature spread for the March/April 2010 edition of VIV Magazine. VIV Mag is an entirely digital publication geared towards women. The feature is presented through a series of scenes in a noir-style apartment building for an article on women’s common sex fears. We move from one apartment scene to the next, each one representing a different fear while the viewer is presented with the article to read within the scene.

With the introduction of the iPad weeks away from the release of the issue, the project took advantage of the new technology to incorporate motion in a digital magazine and explore how that motion content would enhance a reader’s experience. This presented a new and engaging way to view content previously only reserved for print.

This feature not only brought significant attention to VIV Mag, which had been otherwise unknown but it garnered over a quarter million plays in the first few days of its release- a sizable amount for a magazine with a circulation in the tens of thousands.

It was also picked up on numerous sites such as Gizmodo, Engadget, AppleInsider, and Motionographer. The New York Times and Huffington Post wrote 3 articles, one of which states “Wired and Alexx Henry Photography are fearless in their vision. They fully comprehend what a magazine or an advertisement will look like on the iPad platform.”

The icing on the cake was a call from executives at Apple, to say congratulations on the beautiful work and that the entire Apple campus was enthralled.

by Alexx Henry