1
CONTEXT
2
‣ Zara’s model is relaxed, confident and comfortable. There’s a effortless feel of the ad when she’s walking down the street wearing clothes in earth colours. She can be dressed in different garments depending on where she is: at the park, in a date, taking a walk, at the office, in a cocktail, etc.
3
TONE
4
‣ There wouldn’t be any spoken communicaGon in the ad because Zara
uses a clean approach to his costumers simulaGng a luxury brand. They only want that their name stays in their minds (“endure”, “last”)
5
CASTING
6
‣ A model that is not known or at least not that much. A model that looks elegant, simple and beauGful. A reachable beauty because the Zara costumers are the common woman. A model that looks natural and can wear really beauGfully all the garments.
7
LOCATION
8
‣ Down town in the city, taking a stroll in the park. In different situaGons. Showing that Zara’s clothing is for every place and occasion.
9
‣ Down town in the city, taking a stroll in the park. In different situaGons. Showing that Zara’s clothing is for every place and occasion.
10
COLORING
11
‣ The colors of the clothing in the ad would all be in earth colors (trying to
match the trend and season). Brown, beige, black and white with maybe jeans but otherwise simple, sophisGcated colors. Colors for the classic woman with a fashionable touch. The surrounding is down to earth as well matching the clothes.
12
MUSIC
13
‣ the music used in a luxury brand store. Just a subtle music that accompanies a sophisGcated woman in her everyday life.
14
AUTHORITIES
15
‣ A photographer that works well with simplicity and gives it life. We want the pictures to look casual, natural, like they have been taken from a woman doing her normal day or week.
‣ David Sims
16
Thank you.
CLARA
GUNNLAUGUR 17
SANDRA