Zalando
Services
Creative Direction
Brand Strategy
Casting selection
Client & Stakeholder Collaboration
Concept Development
Post-Production Supervision
Trend Research
Art Direction
Visual Identity
BRIEF
Develop an immersive campaign for the Free Style trend that blends youthful energy with sophistication. Take a 360-degree approach, merging sport and street influences with glamorous materials, and focus on bold graphics, stripes, and multicolored designs (avoiding checked patterns). Shoot the campaign outdoors with an international feel, steering clear of city-specific references such as Berlin. The overall mood should be light and dynamic, capturing the true essence of the trend.
Challenge
How can we raise awareness and attract new customers, particularly premium women aged 25–32 and premium men aged 25–30
SOLution
We blur the lines between fashion and street life with our ‘On the Streets’ campaign. The vibrant city feel is captured in a snapshot style, where the model is aware of being photographed while moving through the streets. The narrative follows the model’s journey through the urban landscape, with the photographer portraying street style from multiple perspectives. This approach highlights the dynamic interplay between model and city, resulting in a candid and engaging expression of modern street fashion.
