The making of an editorial branded content cover (during Covid-19)

Strict pandemic restrictions didn’t stop FASHIONs editorial branded content campaign with L’Oréal Paris for its September cover. The issue features French modelling star – and L’Oréal Paris’ newest international spokesperson – Cindy Bruna.  Bruna is passionate about stopping domestic violence against women. She’s on the advocating team for Stand Up Against Street Harassment, the brand’s international initiative to train a million people in bystander intervention.

Here we give you a peek at how our FASHION team executed the cover shoot across countries and time zones.

Production

FASHION Creative and Fashion Director George Antonopoulos tuned in virtually for a nine-hours-plus shoot from Toronto. Bruna (and her tiny, socially distanced team) were on set in Paris. How did that work, exactly? Through FaceTime, Antonopoulos and Bruna selected the cover and editorial looks. Next, a virtual location scout determined the best possible spots at the Nolinksi Hotel Paris, the luxurious location for the shoot. Via Zoom, Jacques Burga (art director), Mira Metter (creative director), Claudia Revidat (assistant photographer) and Antonopoulos joined from different time zones to share ideas and work as if they were all there in person.

Behind-the-scenes

The team captured BTS video of Cindy highlighting the “making of,” which will appear on FASHION and L’Oréal Paris’ websites and social handles.

Make-up

While Bruna did her own make-up for the shoot, Val Garland, L’Oréal Paris’s global makeup director, sketched looks from her studio in London. SJC’s post-production team applied the makeup looks remotely in studio for both the print and digital content. Consumers can try on the looks on lorealparis.com using the Virtual Beauty Tool.

Product Shots

L’Oréal Paris make-up items featured in September FASHION spread were safely shot at at SJC’s studio in Toronto.

To see the editorial branded content produced across three countries, the September issue is on newsstands August 10 and available today on Apple News. Bonus: The issue includes QR codes to scan and virtually “try on” the looks Garland created for Bruna.

 

Cindy Bruna in FASHION
Jacket and scarf, $5,850, Louis Vuitton. Hoop earrings, $12,990, and necklace, $28,210, Messika. Top, Bruna’s own.

 

Cindy Bruna in FASHION 2
Jacket, $4,800, and top, $3,050, Saint Laurent by Anthony Vaccarello. Dangle earrings, $260, Helene Zubeldia. All stud earrings worn throughout, Bruna’s own.

A mini-issue of Today’s Parent reveals how kids are moving #forwardtogether

Months into the pandemic that upended every aspect of our lives, Today’s Parent partners with Rogers and Big Brothers Big Sisters of Toronto to put the spotlight on kids.

“Despite a few tears and frustrations, our children have shown an incredible amount of grace, patience and baking assistance in this uncertain time. So let’s hear what they have to say,” says Today’s Parent Editor-in-Chief Kim Shiffman in the introductory letter.

Today’s Parent asked 21 Canadian children to share how they are managing. The mini-issue also includes conversations with Sevaun Palvetzian who leads communications and CSR for Rogers and Leanne Nicolle, president and CEO of Big Brothers Big Sisters of Toronto.

Today's Parent and Rogers Tomorrow's Future inside spread

Toronto Life and Maclean’s take home 10 National Magazine Awards

Celebrating excellence in Canadian journalism in a time when it matters more than ever, we are proud to announce our four Gold wins and six Silver win at the 2020 National Magazine Awards announced on June 12, 2020. For the first time, the winners were announced during a live virtual broadcast and through digital channels.

Toronto Life‘s Michael Lista captured a Gold in both Long-Form Feature Writing and Investigative Reporting for “A Doctor’s Deception.Toronto Life swept the Profiles category, winning Gold for Chris Nuttall-Smith’s “David Zilber Is the Future of Food” and Silver for Katrina Onstad’s “A Star Is Born.” Toronto Life also won a Gold in the Portrait Photography category for “Musai Ujiri,” a Silver in Art Direction for a Single Issue for “Where to Eat 2019” and a Silver for Best Editorial Package for “The Vertical City”.

SJC Media’s Maclean’s took home three Silver awards for Scott Gilmore’s “You are horrible people“ in the Columns category, Kyle Edwards’ “Not a Drop to Drink” in the Long-Form Feature Writing category and Shannon Gormley’s “Into the Dark” in the Long-form Feature Writing 6,000+ words category. Maclean’s also earned 11 Honourable Mentions.

Toronto Life and Maclean’s were the top two nominated magazines at this year’s awards, with 15 and 14, respectively.

Other SJC Media publications to be recognized are:

Chatelaine: Honourable Mentions in the Best Editorial Package category for “It’s Political” and “Save the World;” the Feature Writing category for “Are You There, Margaret? It’s Me, Perimenopause;” and the Profiles category for “What she said.”

Châtelaine: Honourable Mention in the Personal Journalism category for “Traverser un cancer à deux.

Today’s Parent: Honourable Mentions for “Secrets of Daycare Teachers” in the Service Journalism category, and “Dinner on the Cheap” for Art Direction of a Single Article.

FASHION: Honourable Mention for New York London Milan Paris in the Illustration category.

“While trusted journalism is always at the core of the Canadian media landscape, more than ever, Canadians have a need and appetite for informative, relevant and engaging content,” says Tony Gagliano, Chairman & CEO of SJC. “Our nominated work is a testament to the talent and dedication that is serving the diverse needs of readers all across our country. I am so proud of our teams.”

For a complete list of all of this year’s award winners, click here.

Toronto Life presents This City Live

“This City Live” is a bi-monthly conversation series featuring Toronto Life editor Sarah Fulford in conversation with Toronto’s most intriguing people. Sarah and the magazine’s team of editors talk to inspiring front-liners, entrepreneurs, philanthropists, creatives and the city’s most influential people as we look to the future of Toronto during a time of unprecedented change.

Watch the recordings of the first three conversations and visit torontolife.com for for updates on upcoming conversations.

Sunnybrook doctor Ariel Lefkowitzin conversation with Toronto Life editor Sarah Fulford.

Ariel was in charge of the Covid ward at Sunnybrook and kept a diary of his experience.

Paul Taylor of FoodShare in conversation with Toronto Life editor Sarah Fulford

Colm Feore in conversation with Toronto Life editor Sarah Fulford.

Colm shares what it’s like to be an artist in the time of Covid, and the future of arts and culture in Ontario.

From page to pop-up: Weddingbells sets up shop at Bayview Village

SJC’s Weddingbells is Canada’s leading multi-platform wedding media brand. From fashion and florals to parties and planning, its bi-annual magazine is a go-to resource – and source – for all things wedding.

For the month of June, engaged couples and their friends and families had the unique opportunity to experience the ideas and inspiration curated by Weddingbells at the Bayview Village X Weddingbells I Do I Do I Do Wedding Pop-Up in Toronto.

“It was a wonderful project that came together when we were approached by Bayview Village about partnering on a large, one-of-a-kind activation within the mall space for the month of June, which is traditionally known as wedding month,” explained Alison McGill, Weddingbells editor-in-chief and editorial director of Mariage Québec.

The #BVxWB pop-up featured engaging events and activities over days 30 days to create immersive wedding experiences for everyone to enjoy. Themes included fashion and beauty inspiration, catering and sweets ideas, florals and décor. Every #weddingwednesday, guests were treated to expert sessions hosted by Alison McGill herself, touching on best wedding trends, celebrity weddings and how to plan the perfect wedding.

Brands could also engage with the Weddingbells audience in fun ways; for example MAC Cosmetics set up a Kissing Booth for brides to find their perfect shade and Glory Hole Doughnuts created a stunning edible gallery wall.

“This month-long event brought our Weddingbells brand to life in a way we have never done before and a new and bigger audience was able to immerse themselves in our wedding world.”

Check out the fun photo highlights below.

Weddingbells x Bayview Village Shopping Centre Pop-up