Six women in lingerie and high heels standing on a pool deck, striking a pose with their arms raised above their heads in front of an indoor swimming pool.

Pump It Up

Agent Provocateur's Spring Summer 2019 Campaign looked to build on the success of the female community created through the previous campaign with Teyana Taylor.The task was to continue repositioning the brand in the post 'Me Too' era. It was inspired to encourage a new female hedonism: the feeling that comes with looking after yourself, pushing your body to its limits, and an unapologetic expression of kinky, sexiness and fun, demonstrated through humour and choreography.

My responsibility was the overall creative project management, from pre-pitch to post-production. The briefing, direction, collaboration with creative talent, casting, shoot production, budget management, timeline, and subsequent role out across the brand touchpoints, including social, advertising, retail and website.

Creative Director - Sarah Shotton. Photographer and Director - Charlotte Wales. Stylist - Ursina Gysi. Casting - Rosie Vogel. Creative Collaborator - Look Studios.

Lookbook Stills

Close-up of a woman wearing pink lingerie, with her hand on her hip and the other on her back, showing her waist, hips, and thigh.
A woman with curly blond hair in black fishnet lingerie and high heels performs a dance pose on the floor of a dance studio with blue walls and white curtains.
Woman with curly hair and pink lipstick holding a black and pink high heel shoe with a brush at the back, standing against a white background.
A woman with short curly hair and pink lipstick wearing a pink lace bra with star-shaped pasties, and a black corset around her waist, sitting indoors.
A woman with dark hair and medium skin lying on her side on a white surface, wearing blue lingerie.
Woman dancing in a ballet studio, stretching her leg while leaning on a ballet barre, wearing a yellow dress, pink stockings, and high heels.
A woman in athletic attire stretching in front of locker room lockers.
Close-up of a woman's chest wearing a sheer pink polka dot bra with a pink bow in the center.
Three women in revealing lingerie in a locker room.
Woman with blonde curly hair lying on the floor, wearing a pink lace dress, white thigh-high boots, and jewelry, against a white background.
A woman with curly blonde hair wearing a light green, polka-dot slip with white lace trim and pink bows, posing indoors.
A woman with curly hair and makeup posing in a hallway with lockers, wearing a sheer lace top, red polka dot pants, and a blue belt with a large ring buckle.
Fashion model posing in colorful lingerie with crisscrossed stocking-like straps in a studio with ceiling lights.
A woman with blonde curly hair wearing colorful lingerie and clear high heels, posed in a contemporary setting with a blue wall and gray floor, lying sideways with one arm supporting her and the other reaching out.
Two women in white lace lingerie in a locker room, one at the front with arms raised and the other in the background, both with makeup and dark hair.
A woman wearing a light blue lace dress, black corset, patterned tights, and high heels stretching on a ballet barre in a dance studio with turquoise walls.
A woman standing in front of lockers, wearing a black lace bra and green satin underwear.
A woman with curly hair in a gym is practicing boxing with a punching bag, dressed in black lingerie, high heels, and white lace-up thigh-high stockings.
Close-up of a woman in white lace lingerie with floral embroidery and yellow accents, standing in front of a blue background.
Person in black top and green thong posing in front of lockers with hands on hips.
A woman in black high heels, red polka dot lingerie, and a red polka dot blouse with long sleeves and tie at waist, leaning forward with her hands on her thighs in front of a blue garage door.
A woman wearing black boxing gloves, a black sleeveless top with lace details, and a studded leather belt with a large ring, looking directly at the camera with a serious expression.
A woman with curly blonde hair and star-shaped earrings poses in front of a mirror, wearing a sheer floral lace bodysuit and string ties around her legs, with her arm raised and hand resting on a ballet barre.

Advertising

A large poster on a brick wall featuring a ballerina in pointe shoes leaning on a ballet barre with the text 'PUMP IT UP' at the top and 'Agent Provocateur' at the bottom.
A set of promotional posters on a wall advertising a fitness or workout class titled 'Pump It Up' with an image of a dancer or athlete in a dynamic pose. The posters include the name 'Agent Provocateur' and list the location as Broadwick Street, Grosvenor Street, Selfridges, Harrods, and Pont Street.

The Details

A collage of images featuring women in various lingerie and fashionable outfits, some posing in locker rooms, gyms, or studios with bright lighting and colorful backgrounds.

Behind the scene stills to be utilised on email, social and website

Photographer - Babyhouse NYC

Campaign Landing Page

Collection of images within a promotional web layout, including a dance class, a woman in athletic wear, women in lingerie, and women in fashionable outfits, with a Valentine's Day theme.
A promotional webpage featuring photos of women in lingerie and dance poses, with sections titled 'Pump It Up,' 'Stretch the Rules,' and 'Flex Appeal.' The top image shows women in a dance routine on a gymnasium floor. The middle image displays a woman stretching against a colorful wall, and other images show women in lingerie, including close-ups and fitness poses.

Dance Moves

Working with Director and Videographer, Tegen Willams to create a series of digestible content for Agent Provocateur’s social channels. Inspired by the amazing cast of 25 dancers, we looked to build out an interactive and viral approach encouraging the viewer to join in with the dance moves. Also designed a specific landing page on Agentprovocateur.com to ensure traffic to be directed from social channels.