Thierry Mugler: ANGEL Global digital & content strategy
Based on the new creative platform built around the film of Sølve Sundsbø, starring Georgia May Jagger, we aimed to rejuvenate Thierry Mugler’s ANGEL fragrance by exploring all its sensorial dimensions; by doing so, we aimed to increase e-commerce sales by increasing share-of-mind
We created a series of digital narratives around all senses of ANGEL: from food (promotion of an ‘ANGEL éclair’ cake created with Fauchon to the infiltration of booktubers).
Global coordination with ePR teams in key markets.
Creation of assets for main Thierry Mugler social networks (videos/motion design/photos), creation of dedicated editorial calendars.
"One of the most successful advertisements we had was with Jerry Hall. To take a young girl, the new generation of Jerry Hall — it's like Mugler reborn. The authenticity of the story was so beautiful, and it was nearly a dream that she was available. And, not only available, but that she is also a very nice woman, easy to work with, very involved, and she has love for the brand."
Ella CatliffEnglish model and blogger, "La Petite Anglaise"
Thierry Mugler has cast the net wider, handpicking a selection of women around the world and inviting them to reinterpret the Angel ethos with their nearest and dearest or, as Mugler puts it, their Angel Tribes.
Creative and strategic team: RE-UP
PR support: Elan-Edelman
Film production: Innihilo
Social media assets (Facebook, Instagram, Twitter)
Film: “I yahoo’d myself”