. >> reporter: along with nike's swoosh, apple's apple. "playboy" with this revolutionary relaunch -- >> the buck stops in my office if it fails. >> reporter: nudie mag no more. how can that work? what will that look like? here's the cover girl. >> have your parents seen this? >> no, but my dad was the first one to be like, you better [ bleep ] do "playboy." he wanted me to be in it. >> what? why? >> because it's historical. >> reporter: more from her in just a minute. but first -- >> hef's on board with this? >> oh yeah. >> reporter: okay. this 62-year-old magazine is still owned by the now 89-year-old man. what's with the gown? why the gown? >> reporter: meet the men and women who make his vision reality. >> chances are we'll just use the photos we've got. they're really good. >> reporter: except they don't call it a conference room around here. we'rehe scenes for the metamorphosis. >> why go nude? >> we relaunched our website as a safe at work nonnude experience and it exploded. traffic skyrocketed. >> bigger than business, philosophy.
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