In-demand model Jazelle Zanaughtti, known for her Instagram account, @uglyworldwide is the star of a kooky and vibrant film for fashion brand ASOS, which deploys the talents of Park Pictures' Terence Neale (Adidas "Future") as director.
In the film, for the brand's Autumn/Winter 18 collection, Zanaughtti endlessly changes persona, with a variety of different surreal styles and looks (she grows pixie ears and large purple spots, becomes an anime hero and a centaur). ASOS and Neale developed the film with the model, whose experiences, such as her time as a young ballet student, apparently inspire some of the characters.
Yale Varty, marketing director at ASOS, comments, “We want this campaign to inspire our customers to explore everything that makes them, them -- from the simple to the bold, and the fashion that enables it.”
A four-week social push across the UK, US, France, Italy, Netherlands and Sweden will see placements on Facebook, Instagram, YouTube and Snapchat. The campaign was created in-house.