VIDEO: World Premiere & Behind The Scenes Footage Of New Coco Rocha White House Black Market Commerical

Supermodel and Queen of Posing Coco Rocha dances with herself in the Fall 2012 White House Black Market Commercial

 

 

The new Fall 2012 White House Black Market commercial featuring supermodel Coco Rocha may not air on television until September 10th but OJ&B has the World premiere video for you right here as well as amazing behind the scenes footage of how it all came together!

 

 

Supermodel slash Queen of Posing Coco Rocha takes center stage in White House Black Market's Fall 2012 television commercial 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 (even if that is what you are known for). For the spot she perfected her moves with the help of Broadway choreographer Laurin Latarro.  No body doubles are tricky camera angles here!  The dancing is all Coco (you go Coco).  Featuring approximately 12 different head-to-toe looks in the 30 second spot - Rocha becomes the tap dance equivalent of a quick change artist.  The WHBH team wanted to continue with their successful campaign from last season but this time add a twist where Coco is in competition with herself.  "When I heard there was me dancing off with me I thought, 'that's perfect!'" Rocha says of her White House Black Market comeback.

 

Learn more about the concept behind the new commercial and campaign by checking out the behind the scenes video below.

 

 

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 traditional fashion poses that she is so well known for.

 

 

Coco Rocha in her fierce new WHBM campaign for Fall 2012! I love how it is called WorkKit referring to the line of modular clothes that can be mixed and match to create a perfect wardrobe for work and play (also it sounds like WERK IT which is really why I LOVE it).

Production Credits:
Model - Coco Rocha
Director - Matt Bieler with participation of Johan Renck

Photographer - Glen Luchford

Creative - Ceft and Company New York
Choreographer - Laurin Latarro