Mach-Hommy was our white whale. The Haitian-American rapper — your favorite rapper’s favorite rapper — almost never spoke to journalists. He wouldn’t show his face and wouldn’t have his story told conventionally. So, instead of insisting on a straightforward write-through, we worked with him on a first-of-its-kind three-part cover story. He wrote three autobiographical essays and our writer, Paul Thompson, interviewed him about them each in turn. We pulled in one of the best photographers in the world, Erica Hernandez, for a shoot at the American Horror Story house in Los Angeles. And because Mach had a passion for luxury watches, I pulled in the high-end timepiece marketplace Bezel to kit out the shoot, then bounce off the story with separate branded content and dedicated social.