Lost in Translation: JONES Magazine AW22
David Jones is the oldest department store in the world still trading under its original name. In 2016, David Jones engaged Medium Rare as their content agency of record working closely with David Jones to plan and produce all content based on customer insights with multiple channels in mind. Looking closely at search, social and customer behavioural data, Medium Rare layers this against David Jones’ own market data to create content that truly engages. Each issue of JONES magazine contains Mindfully Made products and brands that have sustainability elements highlighted with a green heart. JONES shares the moods of the season and the inspiration behind the trends, giving readers access to the very best designers, muses and influencers.
With the purpose to lead content strategy and production across all channels, JONES magazine takes an editorial approach that is inspiration-led (not product-led) while offering an authoritative and expert edit that drives both loyalty and sales. The magazine also provides solutions for both everyday and special occasion styling needs. Their main goal is to showcase the covetable, celebrate the bold and ignite a conversation with their readers.
Medium Rare Content Agency approached Saxton Engage looking to work with Australian Olympic Boxer Harry Garside. Harry featured on the cover and editorial in the Autumn/Winter 2022 edition of JONES Magazine.
This was an opportunity for JONES Magazine to celebrate the new season, across fashion, lifestyle and culture, and the shoot was produced by the client’s local editorial team. Harry, a passionate advocate for breaking down gender stereotypes who made headlines for his Olympic themed nail polish during his Tokyo campaign, wanted the shoot to reflect his authenticity and contrasting parts of his identity and suggested adding a skirt to one of his looks. This collaboration reflected Harry's core values as well as those of JONES Magazine particularly the importance of individualism and authenticity.
Saxton Engage provided end to end management of the campaign, arranging the logistics around the coordination of the shoot. Working seamlessly with both Medium Rare and Harry, Saxton Engage were able to schedule dates for the shoot as well as media interviews. The one-day shoot was conducted in various locations around the city of Sydney, involving stills and videos capturing a voice over of Harry speaking to his personal adventures. JONES Magazine’s Editor-in-Chief, Justine Cullen acted as Creative Director with Fashion Director, Rachel Wayman styling Harry in 8 different looks. Medium Rare employed Australian photographer Simon Eeles to capture stills along with Video Producer Jackson Lee to shoot video and b-roll footage of Harry.
Working with Saxton Engage was seamless from the no-fuss negotiation to the collaboration going live. The team at Saxton were incredibly easy to work with and their efficiency ensured the project was locked in quickly for their talent. We absolutely adored working with Harry Garside, capturing him on behalf of JONES and David Jones. Harry brought energy, professionalism and passion and both our team and the client were thrilled with the final result. – Medium Rare Content Agency
Looking to work with Saxton's dynamic talent for your next campaign? Get in touch with Saxton Engage!