behind the scenes with ceft and company and model coco rocha as she tap dances for white house black market's spring 2012 campaign, directed by johan renck.
ceft and company began its collaboration with white house black market in january 2012 and became the agency of record within months. we are thrilled with the news of the brands growth, and the recent article in women's wear daily below. while many aspects contribute to such developments, we'd like to congratulate our client for their vision and support in allowing ceft and company to contribute to this success through the recent iconic communications campaign featuring coco rocha. (spot #1: musical odysseyspot #2: alter ego)
"chico’s FAS Inc. continued to grab market share in the third quarter... The firm’s earnings jumped 57.4 % to $41.7 million, or 25 cents a share, from $26.5 million...Total sales advanced 18.2 percent to $636.7 million from $538.5 million with a 9.9 percent rise in comparable-store sales. For the full year, the company projected comp sales growth in the midsingle-digit range." – evan clark, wwd, november 20th, 2012.

white house black market releases the third episode of the "workkit" series, directed by ellen von unwerth and created by ceft and company. model coco rocha charms us once again in "the heart of workwear", showing off a new set of moves while dancing the day away between her preoccupied coworkers. The spot bookends the series of the “workkit” commercials, beginning with "a musical odyssey" and followed by "alter ego", with a message that suggests: workwear can be dull but it doesn’t have to be.

“in our spot we wanted coco rocha to bring a sense of vibrance and freshness to her otherwise static, robotic work environment, and she did that in folds…” – ucef hanjani, creative dir. ceft and company