THERE’S A NEW BOSS IN TOWN
The future of the ‘Top Model’ franchise rested on this relaunch of the British hit series so the pressure was on for us to get it right. With Abby Clancy in as the new boss, I developed the concept ‘Under new management’ mixing sleek office iconography with catwalk sexiness.
The key image of Abby in her knock out red dress perched seductively on a glass desk was plastered across the country on billboards & D6’s and picked up by all the key magazines & newspapers. By embedding the Lifetime logo into the key image via the falling paper we kept the brand fully integrated into every execution.
The key image we created was picked up by all the top publications, generating over £4.5 million in free press coverage. BNTM has gone on to become Lifetime’s highest rating show ever with average viewing up +1167%.
Concept, Writing, Directing, Editing, Art direction
A+E Networks, Sky