WHITE HOUSE BLACK MARKET - FALL 2012
Model Coco Rocha will take center stage in a television ad entitled 'Alter Ego'. Performing a carefully choreographed dance routine, the multi-talented Rocha demonstrates that being a great model can sometimes mean more than just striking a pose. For the spot she perfected her moves with the help of Broadway choreographer Laurin Latarro. Featuring approximately 12 different head-to-toe looks in the 30 second spot - Rocha becomes the tap dance equivalent of a quick change artist. All plays out with a surprise reveal that takes the concept to the next level.
The TV spot is part of the White House Black Market overall Fall 2012 marketing campaign that includes broadcast, print advertising and direct mail.
The print ads and marketing images, photographed by Glen Luchford, also carry through with the dance theme. Shot on the same set at the TV spot, the images feature Rocha in various states of dance as well as some more traditional fashion poses.
Model - Coco Rocha
Director - Matt Bieler with participation of Johan Renck Photographer - Glen Luchford
Creative - Ceft and Company New York
Choreographer - Laurin Latarro