Well, no one here at MODCo was surprised when the folks at Nina Ricci called to ask if we could work our magic on their venerable brand. Once again we were given the challenge of breathing new life into a brand with a long history and some tough preconceived notions to overcome. For this job we selected photographer Glen Luchford to shoot the campaign, bringing Nina Ricci’s tradition of romantic imagery into the modern world, and of course adding a wee bit of edge for good measure. Did it work? Oh yes, with the release of these ads, sales increased dramatically.