From Dazed to Diet Coke, Fred Paginton on creating cultural plays for brands

"I didn't have a formal advertising background and I didn't have a formal fashion education. It's really about the references and the things you're interested in..."

"It was a very different era of publishing... the landscape itself, it was a lot more kind of hedonistic, like the hangover from the early noughties."

Read at The Drum