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Play within a play


Parfois is a Portuguese brand of reference in the area of fashion accessories that has increasingly bet on strengthening their relationship with the fashion world and their audience. Therefore, the brand wanted to launch their very exclusive and different FW 15/16 collection in Madrid only accessible to journalists and bloggers.


We created a concept inspired by one of the new collection’s themes, the Soirée. From this point, several other connections with the theatre world and adoption of the dramaturgic tool Play Within a Play were created. This tool was used as a basis and allowed to build a longtail of content to be communicated during and after the event.

The presentation of the collection was held in the Teatro Caldéron where two moments unfolded. In the Matinée, the journalists were invited to meet the collection through Polaroid cameras that later on would be displayed in a frame setup. This setup also served as a scenario for an imperial breakfast onstage.

Later on, and between cocktails, five themes of the Soirée collection were presented to the bloggers. Each theme corresponded to a type of women that the bloggers – unnoticeably – embodied. They were able to dress up the themes in cabins that were converted into exclusive dressing rooms with makeup artists and hairstylists for each one. Before entering the scene, each blogger was able to enjoy a photographic session and a one on one interview to grasp the characters they had become. The evening ended with a fantastic gala dinner onstage.

  • 8.6K views of the video reportage
  • More than 425 000 likes with the #parfoisandfriends
  • More than 2 911 comments generated on bloggers Facebook and Instagram pages
  • Individual videos were created for each guest blogger where we revealed their Soirée character
  • A movie that entails the story behind the Soirée event – Play Within a Play

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28037 Madrid, España

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