Art Direction • Serial Photo Production • Creative Lead • Mentoring
Creative Leadership in a Fast Pace Wholesale Platform
As Art Director working for the Lounge business unit of Zalando I was creatively leading a team of 30 creatives. Creating campaign imagery for a multitude of brands as well as seasonal topics, time was of the essence. Photgraphers, stylists, hair & makeup artists as well as graphic designers and merchandisers work in synergy to meet the tight deadlines dictated by a competitive business model.
Client /
Zalando
Role /
Art Director
Year /
2020 - 2022
PROJECTS OVERVIEW
1. CAMPAIGNS
In this case we created a 360° brand launch to MM6, the ready-to-wear sub-brand of Maison Martin Margiela. Starting with an abstract mood board, creating a still life story line with hero products and finally serial production for the complete product assortment all in coherent visual language.
The absent present was the inspiration behind this campaign, a mysterious persona who is still felt in the room long after she has gone. Leaning onto the famous aesthetic of the iconic Maison we purposely used disposable materials, static posing and a model who seems slightly distanced to introduce the brand to a new audience in a sophisticated way.
PREMIUM BRANDS FAST TRACK
Emporio Armani, Sandro, Tommy Hilfiger and many more brands are introduced to the user on short time based. That means that there is a need for fast track campaigns to be launched. In a matter of a few hours the team must be briefed, assets created, postproduction approved and the campaign goes live.
WE ARE YOU
This client prides itself for being down-to-earth and relatable while keeping high standards where content production is concerned. While those values reflect in the creative briefing, we also put them to the test on the product catalog level as well.
2. DAILY PRODUCTION
This client prides itself for being down-to-earth and relatable while keeping high standards where content production is concerned. While those values reflect in the creative briefing, we also put them to the test on the product catalog level as well.
Model image or packshots, which is the ideal display for the PLP? we put this question to the test and came up with complex result: some categories are ideal as a packshot, some as a model image. it turns out that majority of user have a better understanding of the cut / shape of a product if it is presented as packshot, yet some categories a model view intrigues the user much more.
THE SIZE DOES MATTER
As part of the tech and creative hub I got to participate in tests experiencing first hand how product imagery influences the user's perception of size and fit. The test had direct consequences on the way we produced content.
3. GENERIC CAMPAIGNS
Even faster, more creative and more efficient
Holiday that is coming up, or maybe unexpected warm weather, or even a political event? the generic campaign project harnesses the creativity of the content team, the input of buying as well as the power of AI in generating smart, made to measure campaigns. Matching product assortment to a cover image identified by tags, which are then displayed on the Apps homepage to relevant users.
