Marty Weiss, Creative Director
Nat Whitten, Creative Director
Ellen Steinberg, Art Director
Danielle Flagg, Art Director
Barton Landsman, Copywriter
David Statman, Copywriter
Ernest Lupinacci, Copywriter
Torkil Gudnason, Photographer
Fidgeting with objects on a table at a New York coffee shop gave the creative team at Weiss, Whitten, Stagliano the strategy for Escada's Apriori apparel line.
The marketer of bridge clothing-fashionable sportswear that's less expensive than designer lines-craved a different look to cut through the competitive likes of Calvin Klein, DKNY and Emmanuel.
So the German company that normally uses German shops came to Weiss, and different is what it got.
Spreads juxtaposed striped bodysuit with a Slinky toy; the weave of a sweater with a handful of potato chips; an old lamp shade with a flared pleated skirt; a stack of poker chips with a wool poncho.
"We had to catch the imagination of the consumer," says Jane Gundell, director of client services. "People are sick of seeing beautiful models in beautiful clothes."
"Each idea got better in the execution because Escada gave us the freedom to work with the photographers and create the feel and image
we wanted," says Ms. Gundell.