Yesterday we got to check out some new promo photos from the new Candie’s ad campaign, titled Britney Spears: Through the Lens, and today we get to check out a bunch of behind the scenes photos AND video from the various photoshoot sets. Among the behind the scene photos are the promos that were photographed by Annie Leibovitz, Terry Richardson and Mark Seliger. Here the first batch of campaign photos culled together and some info from the latest press release:
Iconix Brand Group, Inc. unveiled today its spring 2010 marketing campaign for its junior brand, Candie’s®, which is exclusively available at Kohl’s Department Stores and Kohls.com. The campaign entitled, “Britney Spears Through The Lens,” showcases international superstar, Britney Spears, as seen through the lens of three famed photographers, Annie Leibovitz, Mark Seliger and Terry Richardson. Each iconic photographer shot Spears at Paramount Studios in Hollywood late last year. Britney Spears, commented, “Annie, Mark and Terry are three of the biggest photographers in the world, I am honored to be working with them for my Candie’s Only at Kohl’s ads. It was an amazing shoot and I know my fans are going to love the cool images.” The campaign, a series of photographs of Spears as seen through the lens of each master photographer will debut with a four page insert in the April issue of Seventeen Magazine as well as online at candies.com and Kohls.com. Each photographer has their own unique and trademark style. Annie Leibovitz’s photograph features Spears against an industrial backdrop, Terry Richardson photographed Spears on a plain white set with colorful props, while Mark Seliger created elaborate sets. Seliger’s first set was a French burlesque inspired pink dressing room and the second was a custom designed pink Harley-Davidson motorcycle against a perfect blue sky and green grass background. “This is the most exciting shoot we have ever produced for Candie’s. We have three master photographers; Annie Leibovitz, Mark Seliger and Terry Richardson shooting the biggest pop star in the world, each in their own iconic style,” stated Dari Marder, chief marketing officer, Iconix Brand Group. Julie Gardner, Kohl’s executive vice president and chief marketing officer, stated, “The new Candie’s spring advertising campaign is innovative, authentic and provides a unique brand expression in the marketplace. We are confident this will resonate with our junior shoppers who trust Candie’s to provide style and value.” The “Britney Spears Through The Lens,” campaign will be seen in fashion magazines, outdoor billboards, in-store, circulars, online and direct mail. The Candie’s Only at Kohl’s marketing campaign was created by the Iconix in-house marketing team in partnership with Annie Leibovitz who is famous for her celebrity portraits, Mark Seliger who is recognized for infusing music and fashion in his photography and Terry Richardson who is known for his ability to capture the true essence of his subjects.
When taken as a whole, this campaign looks very strong, very solid. These photographers do amazing work all on their own … in combination, they’ve come up with a campaign that should really do well for Candie’s. Our dear Britney looks FANTASTIC!! After the jump, check out a few behind the scenes photos from the various photoshoots and check out some fun behind the scenes video as well …
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