Creative direction — Zalando Global — Directed by Aube Perrie
The metro is the only place in the world where a retired actress, a TikTok star and Willem Dafoe might share a seat.
The first campaign to reveal Zalando's rebrand to the world was also the first time we ever asked: "What do I wear?". A small question so big, that all of humanity lives inside of it. We couldn't fit all of humanity inside the metro so we chose: "og villain" Willem Dafoe, "og mob wife" Brigitte Nielsen, "cool guy" Luka Sabbat, "tube girl" Sabrina Bahsoon, an impatient pregnant woman, two teens kissing nonstop, a girl who hates her pimple and other unique characters. It's a simple question that guides a fast film directed by Aube Perrie, shot in a cramped but democratic location, proving that not a single answer is ever the same.
Unlike all the noisy energy and fast movement we show in the films, for photography we prioritise sharp style, fashion confidence, uncluttered and high quality images, even when taken on the floor of the metro or inside a car. Shot by Sophie Jones, it was a career highlight to help direct Willem Dafoe in his famously weird poses and see Brigitte Nielsen feeling sexy at 60, wearing no pants, just tights. On socials we captured unscripted moments like Willem sharing when he would rather go naked and an inspirational feminist chat with Brigitte.
Creative Direction
Julie Maillard, Lena Schäfers, Morten Grubak
Director
Aube Perrie
Photographer
Sophie Jones
Styling
Elena Mottola, Matteo Volpini, Thomas Wakeford
Talent
Willem Dafoe, Brigitte Nielsen, Luka Sabbat, Sabrina Bahsoon
Social Director
Arthur Couvat
Copywriting
Verity Charmer
Client
Zalando
Creative Agency
WK Amsterdam
Internal Team
Andreas Menelaou