Ted Baker Launches Guy Ritchie-Produced Interactive Campaign

This is it. The future of fashion ad campaign is here, thanks to Ted Baker


Ted Baker FW16 Mission Impeccable - Agent 1


In its essence, fashion campaigns are a promotion; a way to sell products. These days, a brand would roll out a fashion film (or even a music video) that features models and/or actors in its clothes and accessories. The film would most likely come with a clickable link, leading viewers to an online store.

Ted Baker has now taken that concept one step further with its newly-launched fall/winter 2016 campaign film, entitled “Mission Impeccable”.

Produced by Guy Ritchie and directed by up-and-coming directors Crowns & Owls, the short film follows T.E.D., a leader of a spy agency, and his band of invisible agents as they try to prevent a villain nicknamed Needle from stealing much-coveted patterns.


Ted Baker FW16 Mission Impeccable - The Needle


What makes this film even more awesome is the fact that it’s interactive and shoppable, and viewers are given a “mission” to click on and, hopefully, eventually buy the looks they love. To achieve this, Ted Baker has enlisted the help of video company Wirewax to infuse motion tracking technology into the film.

The film has been launched on Ted Baker’s official website and YouTube channel.


Ted Baker FW16 Mission Impeccable
Screencap from the film


In other technology news, Ted Baker has also worked with Google to place interactive store windows with an ability to issue certain codes to passers-by. When spoken into the Google app, the codes will bring up special offers and prizes that can be used at the store.