Supported by outdoor, radio, press, magazine, and a collaborative digital campaign with UK blogger Poppy Dinsey, the campaign surpassed goals and increased in-store traffic during the launch.
After 6 years of working with Blue Illusion and developing this French inspired brand, we finally shot the Autumn Winter campaign for 2013 in Paris.
The shoot was quite an ordeal- Paris was closed due to blizzard conditions caused by snowfall across all of Europe, causing me and the shoot product to be stuck for 24 hours in Heathrow on the way along with thousands of other stranded travelers searching for their bags and a way out of London. Once in Paris, it was blanketed under a beautiful white sheet and even the locals haven’t seen it quite like this for many years. It was beautiful but we needed a whole crew to make it in within 3 days coming from all over the world.
It was touch and go every step of the way with the product still missing in Heathrow until 6pm the night before the first day of shooting. We also had one of our hero cast, the older Parisienne lady who was playing the part of our great aunt, pull out due to illness late the night before, which meant that at 5.30pm the night before, we had to recast someone who was available, appropriate and who could act the part we required.
With all of the near misses along the way, the shoot was a huge success thanks to an incredible crew and an amazing local producer who we have worked with many times before. It was no mean feat shooting in 12 locations, in the heart of a snowy winter with temperatures reaching minus 8 in the middle of the day, with a crew of over 20 people over 2 days. But we pulled it off. We hope you enjoy!