Agent Provocateur’s core aesthetic principal holds that strength and confidence are sexy. Their designer lingerie has the power to enchant and arouse both those dressed in it and those who behold it. In developing a website and other communication materials for the brand, the central challenge was to convey the empowering value of their underwear through the concept of unattainability. The website’s female models tease viewers from the monitor. They are in control, but remain untouchable. Only purchase transforms an alluring fantasy into reality.

We developed even more sophisticated storytelling for Agent Provocateur’s site with Maggie Gyllenhaal as the new face of the brand. This effort included a video series featuring two ingénues, intoxicated by the world of Hollywood glamour, who spend a lost weekend in a Victorian mansion. Our stories drove user engagement in social media as well. A Facebook page explored different characters’ lives and a Flickr competition had consumers designing covers of erotic novels detailing their exploits. By establishing deeper customer relationships, browsers became buyers.

In 2007, Mike Figgis created a set of short short films starring Kate Moss called "The Four Dreams of Miss X." This alluring content drove considerable traffic to the site, but it was our job to convert voyeurs into customers. By segmenting Agent Provocateur’s audience into first-time visitors, repeat visitors, and existing customers we successfully prompted users with appropriate calls to action — from joining Club AP or promoting entry-level products to directing more advanced users to a limited-edition gold stretch PVC playsuit.

In 2006, we built the Agent Provocateur website around the theme of ‘magic.’ Drawing inspiration from Victorian Music Halls, Vaudeville, and turn-of-the-century circus posters, every detail was based on images coming to life, and blurring the barrier between fantasy and reality. Another facet of our 'Magic' campaign involved re-skinning a #23 bus in London in Agent Provocateur fashion. This racy outdoor media campaign inadvertently brought Oxford Street to a standstill when it debuted. In fact, numerous minor traffic incidents were reported between Liverpool Street and Westbourne Grove that were attributed to the vehicle’s provocative imagery. London Transport has since changed its regulations on advertising permissible across its network.

Agent Provocateur’s 2005 catalogue, a three-dimensional pop-up book, was an exciting challenge that stretched the idea of what can be done in print. In the brand’s own words: “This year, to celebrate ten years of provocation, we have produced a three-dimensional collectable Agent Provocateur boutique catalogue. This lovingly designed pop-up boutique allows you to create your very own window displays using 27 postcards, each featuring one of our new ranges. This design masterpiece will certainly take centre stage on any mantle piece.” Flat-packed and easy to post, a few folds transformed it into a lingerie shop whose owners could alter their own window displays.