New Girl’s Hannah Simone Turns Up the Heat With a Branded Peep Show on Periscope

Goes burlesque for St-Germain

The New Girl's Hannah Simone is putting on a show over at Periscope today. It's a "peep show," actually, but a tasteful one in a French burlesque style that will be directed by Floria Sigismondi.

The project features a series of two-minute shows starring the model-actress, who is doing the risqué performance for the liquor brand St-Germain. There will be six live shows in all that will be available for 24 hours after the initial peep.


Michelle Beauchamp, vp of marketing at St-Germain, said the campaign is about embracing the day life, not just the nightlife, calling the marketing effort a "live and provocative reminder to the world to stop and savor a moment of fleeting beauty before it passes."

Simone is best known for her role as Zooey Deschanel's sidekick on Fox's TV show New Girl. And the director, Sigismondi, is known for her work in film, music and branded videos. The agency that helped create and execute the concept was WPP's Possible.

Periscope is Twitter's new live-streaming app that allows users and brands to share video. "It's exciting because it's such new territory we're stepping into, and the live element makes it unlike what I normally do," Sigismondi said in an email exchange with Adweek. "The challenge here has been to preserve the quality of what I do in a live format."

The peep show format was seen as a provocative way to use this live storytelling, Sigismondi said. "It offers people an interactive view into other peoples' lives. It's a hybrid form of voyeurism that's developing with the technology," she said. "It fills the appetite for the instant, while capturing a fleeting moment."

Periscope allows the audience to participate, too, with comments, which provide an "element of the unexpected," she said.

The curtain rises at 1 p.m. today and can be found through a link at St-Germain's Periscope and Twitter pages: @StGermainDrinks.

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