REFINERY29 x ZALANDO | THE WE IN WELLBEING

The pandemic was over (or so we thought), and our focus on the importance of community was sharper than ever; doing your neighbours shopping, art classes on Zoom, daily walks with a friend. Zalando approached Refinery29 to lead a campaign that harboured this learned community spirit to push Gen Z out of the shadows and thrive again.

I directed a team of creatives, designers, strategists and producers in coming up with a 3 phased campaign for the global fashion site. It involved pitching to, and getting buy in from over 30 global and senior clients from all different parts of the business. It was no mean-feat. But, they loved it.

What they didn’t love was when lockdown 2.0 hit. It meant the campaign was pulled mid production, hence me only having the concept deck to share below.

[Summary of concept deck below]