ZALANDO – VARIOUS BRAND CAMPAIGNS (2019-2022)
At Zalando, Europe’s leading online fashion and lifestyle platform, I art directed global campaigns across 20+ markets as part of the Global Marketing Communication & Creative department. My role spanned overseeing concept development, creative direction, art buying, and casting, working closely with internal stakeholders and external agencies to shape campaigns from concept to production. Each project had multi-million-euro budgets, delivering thousands of assets across digital and physical channels.
Below are a few ATL highlights:
Streetwear 2021 “Go Noticed” Campaign
The campaign brings together a diverse cast of artists and creators, including German-Spanish actor and singer Arón Piper, musicians Yendry and Zabson, French rapper Chilla, and the social-media dance collective Let It Happen. They are joined by Parisian creative collective Jdid Club, Swiss rapper SLIMKA of Superwak Clique, DJ and sneakerhead Dani (Wide Awake Earthquake), Brussels rapper JeanJass, Barcelona-based collective Cutemobb, creative and skater Pierre Leze, and French bikers Tito and Fimbo. Together, their different voices and styles form the pieces of a vibrant global community of streetwear enthusiasts. The film was directed by New York–based artist Clayton Vomero and shot by French photographer Maciek Pozoga, with styling by Imruh Asha.
Agency: CONVOY / Client: ZALANDO / DIRECTOR: CLAYTON VOMERO / PHOTOGRAPHER: Maciek Pozoga / My Role: ZALANDO GLOBAL Art Director
Part of a local market activation for Zalando France under the global Streetwear 2022 "Go Noticed" campaign.
Agency: PAvillion Noir / Client: ZALANDO / My Role: ZALANDO GLOBAL Art Director
HOLIDAY 2020 “WE WILL HUG AGAIN” Campaign
For the 2020 holiday season, Zalando was celebrating the ultimate expression of human connection and solidarity: the hug. Against the backdrop of a challenging year of uncertainty and separation, human connection has never felt more important and the new Holiday Campaign, "We Will Hug Again", seeked to convey the feeling of optimism and hope across Europe.
The film was shot across Nigeria, Vietnam, Italy, Mexico, Sweden and Germany by four directors, and beautifully curated by Haycock. Each film tells the story of one hug*, united by a coherent look and feel, enabling all films to be cut individually or together. Further adding to its moving nature, Frank Ocean’s ‘Godspeed’ is a track that embodies the feeling of human connection and togetherness.
