Jimmy Brown - 11th July 2011

Directing duo JACK (aka former Weiden + Kennedy creatives Julien Choquart and Camille Hirigoyes) recently signed to Passion RAW in the wake of work for Nike and Vogue, have submitted this sexy and very charming promo for French act Lafayette.

The lyrics tell the story of a straight-laced guy's confession to the delicious pleasure of wearing his girlfriends underwear. But JACK shied away from a literal approach, shooting Lafayette and some lingerie wearing lovelies in a beautiful apartment in Paris.

"The owner is the mother of one of our best friends - she used to work in the fashion industry and has very clever tastes," Julien and Camille told Shots. "We loved the 'boudoir' look of the apartment as it's not typically Parisian, but a clever interpretation of many influences. The first time we went in, we instantly saw frames of where to put Lafayette and his girls. At the very first sight, the movie was almost there.

"The multiple cuts are totally assumed and an absolute perverse choice. We wanted to create frustration for the viewers".

Watch 'Lafayette 'The Women's Underwear' by JACK' here


Director of PhotographyAxel Cosnefroy

Jimmy Brown - 11th July 2011

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