press: whbm a musical odyssey tv commercial featured on blog refinery29

“manhattan-based model coco rocha’s got a spring in her step for the latest white house black market campaign “work kit.” she can dance if she wants to! says refinery29 in their blurb on the white house black market tv commercial featuring coco rocha, creatively directed by ceft and company.

a musical odyssey was inspired by the “work-kit,” a line of carefully designed modular workwear by white house black market. for this season, the line consisted of mainly black and white looks with the insertion of a single color…. red. the spot was shot accordingly and in just 2 days, on film, not digital, by swedish director johan renck. the film was made using various takes of the model, coco rocha, dressed in the different looks performing a tap-dance routine to a track by the band, the virgins. the film was then jump-cut together to communicate the modularity of the line and the simplicity of its color palette. the ‘work setting’ was approached more theatrically rather than literally, equipped with conference table, cabinetry and even fluorescent flashing lights. after weeks of casting, model coco rocha was selected for her incredible charm, and background in dance. after just one rehearsal day she managed to repeat her moves take after take, allowing for a fluid edit despite the many wardrobe changes. view all work related to this project.