I first worked with Agent Provocateur in the early days of the internet, before the days of WordPress and terms like “Snaps” and Social Media had been invented.
I was at an agency called Wax New Media and Agent Provocateur was a tiny one shop business in London, Soho.
Wax built their first ever “online store” and it was an enormous success, this at a time when buying things online was about as normal as going to space is today.
Through the years I went to different agencies and ended up working with Agent Provocateur over and over again by chance.
During this time the brand became famous, it expanded and became a “global super brand” (not my words) always listed as one of the coolest brands on the planet.
I started working with them directly doing events like club nights, concerts and shows.
Eventually Agent Provocateur asked me if I could take over the creative account and I set up my own agency to service them.
The work produced was to launch their 2009 range and we conceived a campaign around Superheroines, creating a character for each product line with their own unique superpowers.
We shot films showcasing each superheroine and their special powers and created a comic book telling the backstory and also doubling up as a catalogue.
For the launch of the campaign to get people talking we did a stunt at Selfridges in London where characters from the comic paraded outside the department store.
We also completely revamped the Agent Provocateur website to reflect the campaign.
Creative Agency: Everland
My Role: Creative Director
Article on bleedingcool.com
Article on Daily Mail about the PR stunt
