press: whbm alter ego tv commercial featured in women’s wear daily

ceft and company ny agency whbm alter ego press wwd

“ROCHA’S DANCE OFF: having been discovered during an irish dance competition, coco rocha appears to be ready made for the white house|black market fall ad campaign. the model shows off her tap dance skills and 12 different ensembles in a 30-second commercial called “alter ego” directed by matt bieler with help from johan renck. and broadway choreographer lorin latarro made sure that the canadian model never missed a step. the commercials will start airing sept. 10.

photographer glen luchford shot rocha in the brand’s print ads running in fall issues of instyle, marie claire, people stylewatch, vogue, glamour and other magazines. in a behind-the-scenes video produced by ceft and co., which handled the creative, rocha talked about the secret to looking amazing while working: “we all have our set pieces. i believe that and i think the industry believes that. we all have our set pants and our set tops and we wear them day and night. so we let them in on our little secret about how we work.” –rosemary feitelberg, august 9, 2012, WWD. view all work related to this project.