Reimagining Christmas gifting through a female gaze.
ROLE: Associate Creative Director
Concept development, scriptwriting, creative direction and delivery.
Concept development, scriptwriting, creative direction and delivery.
Christmas is a key moment for Agent Provocateur, with partners buying lingerie as gifts for wives and girlfriends. However, purchases were often driven by what partners thought looked good, rather than what women actually felt good wearing. This led to high levels of post-Christmas returns and refunds, making January the brand’s most challenging trading period.
Working closely with Agent Provocateur Creative Director Sarah Shotton, we created Naughty or Nice, an interactive, film-led experience designed to explore female duality through a distinctly female gaze. Starring actress Juno Temple, the work leaned into surreal, David Lynch-inspired storytelling, balancing the fearless and sinister with the sweet and seductive.
The playable film allowed viewers to tap between Naughty and Nice narratives of the same woman, shaping the story in real time. This first-of-its-kind digital experience directed audiences to a tailored shopping journey based on their interactions, supported by personalised product recommendations and follow-up communications.
The campaign extended beyond film into a WhatsApp activation, Ménage à Trois, a three-way chat experience designed to help couples find the right garment together through open, playful conversation guided by a seductive agent.
Naughty or Nice launched as a fully integrated campaign, spanning digital, nationwide store window displays, merchandising and in-store events. The work received over 80 pieces of coverage, including The Huffington Post, Elle, Harper’s Bazaar, The Daily Mail and The Sun, and contributed to an 18% reduction in post-Christmas returns.
TEASERS
We teased the campaign with snippets of both sides of the story.
MENAGÉ À TROIS
The experience was followed with a WhatsApp activation 'Menagé a Trois'. A three-way WhatsApp chat which helped couples find the woman's perfect garment together, by opening up to each other and talking saucy with the help of a seductive agent.
EXPERIENTIAL
Naughty or Nice extended offline to nationwide store window displays, merchandising and in-store events.
Director: George Belfield
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DECODED Fashion Futures Awards: The Master of Mobile [Winner]
DECODED Fashion Futures Awards: The Master of Mobile [Winner]