Playboy is an iconic heritage brand, but over time, its brand image shifted in a direction that fell out of sync with the culture. They came to us to revitalize public perception of what Playboy meant for the 21st century. We needed to reposition their overall strategy, content, voice, and tone across all online entities to make Playboy an authority on “the good life,” grounded in timeless appeal and captivating seduction. Our aim was to once again bring Playboy into the spotlight and infuse it with cultural relevance for a new, elevated worldwide audience. And in order to do that, we had to revitalize Playboy’s social media.