According to Creative Director Michael Krivicka:
This campaign is used to advertise for Apple New App: CFG (Cosmo For Guys), what a creative idea! Surely, you will LOL if you seen this girl walk around the street right? lol“The concept and analogy here is to show a guy ‘getting inside a girl’s head’ and sort of ‘reading her mind’ by flipping through the magazine pages on the iPad. The reason for that is: it is the first magazine for men that is written by women, so for the first time women are letting guys in on what they think.”