Roberto Cavalli/Coty Prestige were searching for the face of the new Cavalli signature fragrance, a scent that would represent the rebirth of the Maison Cavalli into the perfume world. The Cavalli for the Spring 2012 campaign, would have to embody the brand's ideal woman: sexy, romantic, aggressive yet glamorous.

Prima secured the services of model and actress Elisa Sednaoui, protege of Christian Louboutin and Karl Lagerfeld. Described by Roberto Cavalli as "the woman every woman would like to be", Elisa was featured in the print ad campaign photographed by Steven Klein and in the TV advertising shot by Johan Renck. In the TV campaign Elisa appears as a feline and rebellious being, sharing the screen with a tiger, the alter ego of the Cavalli woman; her presence is hypnotising and both men and women are irresistibly drawn to her.