Welcome to New York, here's a brief for you - was pretty much what I heard when I first arrived at 72NYC. The task was to launch a new French style yogurt. Thinking about it, we realised the French treat food very differently than Americans. For them, eating is the highlight of any day, not something to be rushed through. We decided to invite American women to embrace the French approach to pleasure. Luckily, Gia Coppola agreed with our 'cause' and took on the job of shooting these spots beautifully.