There’s nothing tougher than being in the publishing business these days (except maybe being the advertising business). Our task was to show that the world's premiere magazine company was, in fact, the world's most extensive news and entertainment platform. The great thing about Time Inc. and its 90+ iconic brands is that no one generates more or better content. And with their creation of extensive video, social and event offerings, we had a chance to submerge people in multiple stories about the things they love most. The opportunity to create a physical space that transforms as visitors curate their own content was the most interesting part of this campaign.