In a brand-new commercial campaign launched this fall for Bon-Ton Stores, the key to any fashionable womans character is revealed: her attitude. Directed by international talent Guy Sagy of Accomplice, the new campaign shows that a confident woman in the latest Bon-Ton fashions is a force to be reckoned with. Shot on location throughout Chicago amidst this past summers heat wave, Accomplices Guy Sagy directed a series of fashion models as they showcased the diversity of Bon-Tons fashions. According to the Director, who has shot commercial campaigns all over the world, the collaboration with Bon-Ton Creative Director Barb Pellegrino was incredibly important to the overall vision, as well as the partnership with the creative team at Laughlin Constable. We had a lot of fun, notes Sagy, amidst really challenging conditions. We shot all over the city to create this wonderful collage of images, which I was very inspired by. The models were in furs, while we were all in T-shirts and shorts. But we all worked together and created a very beautiful campaign, which provides a very strong visual experience for the Bon-Ton Stores brand. Accomplice was the ideal creative partner for the fall commercial campaign, comments Barb Pellegrino, Vice President, Advertising and Creative Services for The Bon-Ton Stores. Director Guy Sagy and his team were fun and easy to work with. They captured the Bon-Ton Stores vision and showcased the fall collection in the beautiful city of Chicago. We are thrilled with the end result. "The entire production was a wonderful collaboration between Guy Sagy/Accomplice Media, Bon-Ton and Laughlin Constable, concludes Carrie Nygren, VP/Associate Creative Director at the agency. By taking the fashion to the street via editorial shooting, we were able to produce spots that deliver fashion as trendy, confident, as well as attainable. Women should feel good when it comes to fashion while maintaining an individual sense of style, and Guy Sagy was the perfect director to capture those moments across the Fashion and Shoe spots, allowing us to differentiate Bon-Ton from other retailers."
Client: Bon-Ton Stores, Inc Barbara Pellegrino, VP Advertising & Creative Services Ad Agency: Laughlin Constable VP/Associate Creative Director: Carrie Nygren Creative Directors: Steve Laughlin, Dave Hanneken Copywriter: Kirk Ruhnke, Megan Dwyer Art Director: Jackie Berndt Sr Producer: Carrie Nygren Music Producer: Micah Eberman Production Company: Accomplice Director: Guy Sagy Executive Producer: Jeff Snyder DP: David Lanzinger Producer: Rick Rosemeyer Editorial Company: Wonder Wonder Editor: John Elmendorf Music Production Company: SmartPop Nation Composer/Arranger: Owen Sartori Other: Performance by Lisa Loeb, singer/vocals - Fashion & Shoe Audio Post Company: Wonder Audio