Lock, Stock and Two Smoking Barrels director Guy Ritchie has teamed up with Ted Baker to create a promotional film for the fashion brand's autumn/winter collection. The 'shoppable' production also gives viewers a chance to click on items and purchase them online.
The three-minute espionage-themed film, which goes live at 14:30 BST today (Wednesday 7 September) and has been developed with emerging filmmakers Crowns and Owls, is available to view on Tedbaker.com, exclusive UK partner Selfridges.com and exclusive Americas partner, Nordstrom.com.
The production uses Wirewax technology, which makes the content shoppable, while Ted Baker also worked with Google to bring to market a world-first fashion application of Google App's voice search. The tool uses audience engagement to enhance the retail experience, with customers able to ask the Google app the slogan written on Ted Baker store windows to receive prizes inside.
Entitled 'Mission Impeccable', the film will be available to view on Ted’s YouTube channel. In the lead up to today, Ted Baker's Facebook and Instagram social channels have featured a character from the film, Victor Voile, drip feeding information about the new range ahead of the official film launch.
Social activity has been developed in association with creative agency, Poke.
Craig Smith, global brand communication director at Ted Baker, said: "Ted is always pushing the envelope with how it communicates and engages its customers and this season we've achieved that on multiple fronts.
"The Mission Impeccable campaign film is the main event; but more than being just a great-looking brand piece, it's also available as an interactive and fully shoppable look book across multiple platforms and devices. Supporting the films and the evocative still imagery we have our highly playful and engaging window displays, where we've incorporated a world-first fashion application of Google App's voice search to run an extensive surprise and delight reward programme around the world."
Martijn Bertisen, sales director for Google UK, commented: "We worked with Ted Baker to bring their latest campaign to life using a simple and fun interaction on your smartphone. Placing voice search at the core of the campaign is a creative tactic that fits perfectly with the espionage theme and enhances the consumer experience in a mobile first world."
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