Agency Entourage had been working with TIGI for only a short time when we were approached with a unique and exciting assignment. We were asked to help create a behind-the-scenes music video for several TIGI brands featuring the newly signed spokesmodel, Nastia Liukin.
To kick off its multi-year deal with the 5-time Olympic Gold Medalist, TIGI arranged for renowned British photographer Alex Barron-Hough to do a shoot with Liukin not only in the studio, but also in the gym.
Agency Entourage teamed up with producers Red Sanders and Chris Rodriguez of Red Productions to create three videos — :30, :60 and :90 seconds — for an integrated marketing campaign to promote the BedHead product line. Our strategy was geared toward capturing the beauty, glamour and fascinating side of Liukin’s unique life.
Creatively, we were able to catch moments of the day-long photo shoot that demonstrate how Liukin truly embodies the characteristics that BedHead by TIGI is all about — high energy, fun, sexy and far from ordinary. An edgy, custom music track composed by David Armstrong is used to accompany the behind-the-scenes footage of her at the gym, posing in studio for the photo shoot, and even candid moments during hair and makeup.
The videos are designed for TV, web and promotional purposes and may be seen throughout salons carrying the TIGI brand. Additionally, we produced a :15 second version of the video that ran on the jumbotron in New York’s Time Square during the 2012 holiday shopping season, reaching over 3.2 million consumers.
Not only was the client extremely pleased with the end product, Liukin’s promotion team requested portions of the video footage of her workout that we created for an interview segment on CNN. It proved to be an ideal backdrop for Liukin’s appearance on “Piers Morgan Tonight” featuring a number of 2012 London Olympic hopefuls.
