For the launch of Apple's iPad, we aimed to create a groundbreaking experience for consuming content on the breakthrough device - one that becomes multidimensional with articles, photos, and videos in ways that were never possible before on the web or in the mobile space. We also wanted to propose a new advertising model for publications for the device - one that avoids slapping display advertising on everything and instead envelops the most appropriate and desired content for people. So we created a visually compelling design that fused brand elements of Cool Hunting and Cadillac together, establishing a grid system that integrated with the Cadillac brand shield. We also designed the experience differently for vertical and horizontal layouts to change the way content is consumed depending on how it is held.

The app exceeded expectations and reached the top 10 in the iTunes "Lifestyle" category within two days of launch. It was also featured on the iTunes homepage in the App Store. Download it for your iPad or read more about the project at BBH Labs and Cool Hunting.



// Walkthrough demo video