I loved working with such great teams, including my partners Felix Larher (photographer) and Mike Desir (hairdresser). As far as I am concerned, I have played a key role in a complex and prioritized structure. I am very proud I succeeded!

Gabrielle Eychenne
Artistic director, brands’ choreographer

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Artistic direction and choreography of La Halle aux Vêtements advertising campaigns

  • Artistic direction
  • Auditions
  • Conducting shootings
  • Leading actors
  • Physical trainings
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Request

La Halle aux Vêtements wished to change its image to something festive, joyful, connected to reality and targeting a large audience…

Havas group built an advertising campaign on the theme of dance, applied to all the seasons of a year and needed to define a gestural signature. The agency hired Gabrielle through KA2 production for this one-year mission.

Solutions

Defining a gestural signature through several dances fitting the seasons and moves fitting the clothes.

Conducting auditions, training and coaching of the models needed for the 17 advertising campaigns produced and available on many media (TV commercial, roadside ad, billboard, POS ad, catalogue, Internet).

Gabrielle’s strengths for this mission: eclecticism, multidisciplinarity, transversality.
Gabrielle’s choreographic world and expertise provided novelty and energy to the brand.

About

La Halle is the leading brand of clothing and shoes of Vivarte group. It offers trendy products at low prices, aimed at the whole family.

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