Milla Brown - Issue 604 Launch Campaign
01 - Overview
A multimedia campaign built around the launch of Issue 604 of Tracks Magazine, celebrating Milla Coco Brown as its cover star. The launch combined print journalism, social media, video production and a celebration event to create a connected campaign across multiple platforms and demonstrate how a single editorial idea could be extended across the wider brand.
02 - My role
Campaign Lead: Editorial, Social & Launch Event
Led creative decisions for the cover shot.
Wrote and produced the 5-page print feature.
Led the cover reveal edit (concept, footage sourcing, content direction).
Created the social rollout content package.
Produced the launch event at Onboard Surf Store (concept + coordination).
03 - Print feature
Why Milla Coco Brown's unfiltered, full-throttle approach has everyone paying attention.
04 - Cover reveal edit
Fast paced, high energy edit to match Milla's care free attitude and full throttle approach to surfing. Intentionally opening with flashbacks of iconic covers to symbolise importance of Milla issue.
05 - Social rollout
Objective: Announce release of Issue 604. Drive engagement, encourage subscription purchase.
Creative approach: Led with cover image as a statement piece. Strong image which contrasts previous female stereotypes in surfing.
Metrics:
Likes - 2,309
Shares - 104
Views - 149k
Objective: Announce Milla as cover star. Celebrate importance of a Tracks cover. Create hype around mag release.
Creative approach: Fast-paced, high energy edit to match Milla's surfing and attitude. Set a benchmark for how we celebrate future mag covers.
Metrics:
Likes - 901
Shares - 74
Views - 27.6k
Objective: Raw lo-fi capture of private cover celebration event I organised for Milla. Show surfers we care about elevating their careers and show audience that we value surfers beyond them being a cover star.
Creative approach: Short and raw reel made up of stills that capture the casual approach to the celebration.
Metrics:
Likes - 1,123
Shares - 63
Views - 46.9k
06 - Cover launch event
To celebrate Milla appearing on the cover of Issue 604, I organised a surprise launch event at her local surf shop, Onboard Surf Store, bringing together her close friends and family for the reveal. The event coincided with Milla's 18th birthday, so we presented her with a framed copy of the cover alongside a custom birthday cake.
The event also marked the first public screening of the cover reveal edit, which was played on a screen in the shop. A photographer documented the evening, capturing a celebration of Milla, youth and the continued progression of women's surfing.
The event provided a personal, offline extension of the wider Issue 604 campaign, turning the cover launch into a meaningful moment for Milla and her community while creating additional content that could be used across Tracks' digital channels.
