The campaign is primarily digital and centres on a spy-themed online film called “Mission impeccable”.
The three-minute spot portrays the brand as an MI5-style spy headquarters, sending out agents to track down a fashion villain called The Needle.
Along with the story, the film showcases new products from Ted Baker’s autumn/winter 2016 collection.
The film launches later today on Ted Baker’s site, Selfridges.com, Nordstrom.com and YouTube, and has been preceded by an 11-day social campaign. It credits Guy Ritchie as executive producer through Crowns & Owls, and was created by Ted Baker’s in-house team.
The brand has collaborated with Poke and a number of tech partners to extend the campaign beyond online video, incorporating shoppable video, interactive store windows and innovative social media.