The Skype Collaboration Project

Skype wanted to connect with a younger, tech-savvy audience. Since launching ten years ago, it’s evolved into a sophisticated collaboration tool but is still best known for video calling friends and family. To showcase Skype’s lesser-known features, we created a new editorial platform designed to inspire and enable young creatives in the fashion industry while demonstrating how the technology can help support their creative ambitions.
Our in-house editorial team of fashion journalists, filmmakers and editors created a regular stream of unique content. In just three months, we produced hundreds of exclusive articles, interviews, behind-the-scenes videos and insider tips to give emerging talent a unique insight into the world of fashion.
The Skype Collaboration Project has had more than 4 million visitors and 400 million social media impressions. Our collaboration with Victoria Beckham made headlines around the world, including the front cover of Grazia, The Daily Mail, E! News and Good Morning America.



To launch The Skype Collaboration Project , we teamed up with one of the world’s biggest names – Victoria Beckham. A relative newcomer to the fashion world, she’s a brand success story and avid Skype user.
Skype has been integral to the rise of Victoria Beckham’s eponymous fashion label. As the centrepiece of The Skype Collaboration Project, we set out to tell Victoria’s fashion story in a way that had never been done before.
We produced a unique, interactive editorial containing filmed content, archive footage, images and audio recordings, alongside a written account penned by award-winning fashion journalist Jonathan Wingfield. It tells the story of Victoria’s rise from red-carpet favourite to the Creative Director of her personal luxury brand, creating new rules for the fashion community in doing so. The project also gave fashion fans the opportunity to follow Victoria and her team at New York Fashion Week in February 2014, and interact with them via Skype group video calls and video messaging.

Project Tags


  • Skype logo


    • Publishing