Coco Rocha Stars in White House Black Market’s Fall 2012 Campaign

Coco Rocha is set to take center stage in a television ad ‘Alter Ego.’  Performing a carefully choreographed dance routine, the multi-talented Rocha demonstrates that being a great model can sometimes mean more than just striking a pose.  She perfected her moves with the help of Broadway choreographer Laurin Latarro.  Featuring approximately 12 different head-to-toe looks in the 30 second spot – Rocha becomes the tap dance equivalent of a quick change artist — and it all plays out with a “surprise reveal” that takes the concept to the next level.

[showtime]

Production Credits:
Model – Coco Rocha
Director – Matt Bieler with participation of Johan Renck Photographer – Glen Luchford
Creative – Ceft and Company New York
Choreographer – Laurin Latarro

The print ads and marketing images, photographed by Glen Luchford, also carry through with the dance theme. Shot on the same set at the TV spot, the images feature Rocha in various states of dance as well as some more traditional fashion poses.

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