Unravel the mystery of Ted’s gripping new Autumn Winter 16 season, an exciting collaboration with esteemed director Guy Ritchie as Executive Producer and Mentor to emerging directors Crowns & Owls
The full three-minute film, released at 2:30pm on 7th September 2016, will be entirely shoppable on Tedbaker.com, exclusive UK partner Selfridges.com and exclusive partner for The Americas, Nordstrom.com. In addition to this, Mission Impeccable will be available to view on Ted’s YouTube channel.
The cinematic short film sees T.E.D., the enigmatic leader of his eponymous agency; deploy his best agents to prevent a spectacular couture catastrophe at the hands of one twisted villain.
In the lead up to the film launch, Ted’s social channels were taken over by evil villain, The Needle and classified information leaked, in an innovative campaign collaboration between Ted Baker and creative agency Poke.
As part of the campaign, Ted Baker has worked in close association with tech industry leaders Google to create the world-first fashion application of Google App’s voice search, using audience engagement to enhance the retail experience. Customers will ask the Google app the slogan written on Ted Baker store windows to receive prizes inside.
To celebrate, T.E.D. will release a limited number of exclusive tickets for the launch at his Regent Street store. Lucky customers will be the first to preview the interactive window displays that work with Google App’s voice search to win prizes and exclusive offers, meet the film characters, attend the debut film screening, as well as meet The Closest Man to Ted and the Directors, Crowns & Owls.
“When we had the opportunity to work with Guy we realised we had reached an interesting dilemma – whatever film we made had to lead with Ted’s aesthetic as well as reflecting the feel and themes of Guy’s work, whilst also not sacrificing our own tonality that we’ve built over the past few years. It was quite a challenge to find the right recipe. Our fundamental driving force was that we wanted the clothes to be the heroes, and we ended up embracing that quite literally. Because we knew the film would be so short, we knew we had to embrace cliches to allow the audience to grasp what was always going to be an ambitious undertaking. The spy/noir genre is a well-walked path, littered with tropes and archetypes that people just get- so from early on exploring that genre made the most sense, and it provided a great platform for some real “heroes” to be present without feeling too contrived.
Working with Guy was a real pleasure, he’s a brilliant mentor and we feel so fortunate to have had the opportunity to work with him. He knows when to make you feel 10 feet tall and he knows when to make you feel like a mouse to get the best out of you. He doesn’t miss a detail. It’s so important to have a person like that in your career and it was a great experience for us. ” – Crowns & Owls
Craig Smith, Global Brand Communication Director at Ted Baker commented; “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’ lookbook 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 program around the world. It’s an exciting time for Ted and this Autumn Winter is unlike anything we have executed before.”
Nik Roope, Executive Creative Director at POKE said: “After a succession of innovative social media campaigns, this time Ted has gone even bigger. Big name collaborator Guy Ritchie and a big tech partner in the shape of Google. And Poke of course. Ted offers a way to discover secrets in and around their stores, otherwise hidden from the naked eye. The espionage theme plays naturally with unfolding technologies that allow participants to search via voice, accessing geofenced and chronofenced codes that lead to further experiences or unlock special Ted Baker product.”
Agent, commence Mission Impeccable…