JUICY COUTURE and Creative Director Roi Elfassy evolve the behind-the-scenes video for BEHATI x JUICY COUTURE


A good number of behind-the-scenes videos tend to fall flat titulating neither the emotions, or the entertainment senses, but that isn’t the case in the latest Juicy Couture to promote their capsule collection with Behati Prinsloo. In an exclusive we spoke briefly with Creative Director Roi Elfassy about how he kept the medium fresh.

Roi, good to catch-up and see you’ve been busy with Inez & Vinoodh, and Behati. Congrats on evolving the brand. Have to ask about the latest BTS as most fall flat. How did you tackle this?
Thank Kenneth, I agree with you that most BTS are rather flat.

When we approached this we wanted this to feel more like a mini documentary rather than just footage of the actual shoot. We looked around at so many BTS videos and were inspired by Douglas Keeve’s UNZIPPED.

Good reference as Issac speaks directly to the camera. Were you strategically thinking of Behati’s personality and how to leverage it?
Yes, we already knew that Behati has a dynamic personality so we decided with Inez and Vinoodh that we would just pick up on that on the way to the shoot and mic her throughout the day.

Liked how it started with her and the driver. He looks like a star in the making. How did it go from there?
We didn’t want to just do an interview and or a dry BTS. So we asked her a few questions about the collection keeping it natural and spontaneous then compiled the footage into a more interesting BTS in post. She is pretty natural on camera and can carry conversation well so it all worked out with how we planned it.

Congrats on converting from dry to entertaining.

Directors | Inez & Vinoodh
Creative Director | Roi Elfassy
Model | Behati Prinsloo
Stylist | Carlyne Cerf De Dudzeele
Hair | Garren
Makeup | Dick Page
Choreographer | Steven Galloway