Print to Portal: Turning a Film Mag into a Brand
Little White Lies started life as a small-circulation independent film magazine in 2005. Today it has morphed into a creative consultancy, design agency and retail outlet that works with brands around the world. How did a publication in a supposedly dying medium thrive in the digital era, and what does it reveal about the secrets of building an innovative brand in the twenty-first century? Looking at other like-minded businesses, we discuss how a multi-platform approach with a singular vision at its core can combine creativity, diversity and financial success.
After working as art director at Adrenalin magazine, Danny co-founded Little White Lies, Huck and TCOLondon. He has been making magazines for nearly 15 years, though he’s presently more likely to be found tweaking a spreadsheet than designing pages.
After a misguided sojourn in the financial heart of the City of London, Matt quickly moved on to Adrenalin magazine before co-founding film mag Little White Lies. He spent the next few years watching films and pretending that was work. Now he tries to spend as much time as possible lunching with clients, and calls that work instead. As editorial director of The Church of London, he works alongside clients such as Google and Volkswagen on both film and non-film projects.
Eugene Hernandez is the Director of Digital Strategy at the Film Society of Lincoln Center, developing new initiatives for the nearly fifty-year-old organization and its magazine, Film Comment. In 1996 he founded indieWIRE, serving as Editor-in-Chief until 2010. Eugene has served as a consultant to non-profit arts organizations including the Creative Capital Foundation, the Sundance Documentary Fund, the NEA and ITVS, as well as an instructor at The New School. He has also participated as a juror and panelist at numerous international film festivals including Sundance, San Francisco, Tribeca and as a journalist, written for The Wall Street Journal, Variety and The Hollywood Reporter. Eugene is a member of the annual selection committee for the Independent Spirit Awards and spent 5 years at ABC-TV, working in its multimedia division as a producer of websites for ABC News and the Academy Awards. While at UCLA, he headed the Campus Events Commission.
Brent Hoff is a writer, filmmaker, and co-founder of Wholphin DVD where he films drunk bees, crying competitions, and illegal trans-border volleyball matches. Before that he authored a book on pandemic disease transmission, made TV at The Daily Show, VH1, and Nickelodeon, and wrote articles about squid. His feature script “El Diablo Rojo” was recently awarded a Tribeca Sloan grant as well as the 2011 FIND film grant. Filmmaker Magazine named him one of "25 New Faces of independent Film" in 2012.