For the launch of it’s new bridal range, White Wedding, Agent Provocateur chose SHOWstudio to develop and create the narrative advertising campaign. Based on a six-part script that AP founder Joe Corré wrote about “the demise of a bride’s ‘big day’ and . . . the unravelling of the religious organisation behind it”, SHOWstudio created photo stills and an experimental series of films “depicting Kate Moss running the gamut from demure virgin bride to dangerous, Lynchian siren.” Each day, one of the parts of the film series are publicized here. I’ve seen the first two and they are enchanting and haunting at the same time. Kate Moss looks beautiful as ever, though it is funny to see her as a bride. As a whole the I think the campaign is a huge success and I’ve always thought AP has done an excellent job of conveying the image and meaning behind their brand. The eagle-eyed among you will note that these are not the first AP films that Kate Moss has starred in: Back in 2006 we reported that Ms. Moss was featured in the Dreams of Miss X. I’ve seen a lot more “fashion/advertising” films lately and I think they are a great new way to give life to the clothing and the brand behind it. I’m excited to see more! The films release each day here from Friday 2nd–Wednesday 7th May 2008 at 18:00hrs UK time.
You should also explore the AP site as there is a forum, and wallpaper downloads. You can even live webchat with Agent Provocateur’s Co Founder and Creative Director Joe Corré on May 12th, 2pm-3:30 pm (UK time) at agentprovocateur.com, or send in your questions in advance to email@example.com.
All the stills after the jump . . .
‘The Happiest Day of Her Life’
‘The Garden of Eden’
‘Let Them Eat Kate’
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