Adwoa Aboah, Rain Dove and Felicity Hayward are free to be themselves in this empowering fashion spot

Georgia Hudson directs latest work for Zalando by Grey London

Published On
Sep 16, 2019

Editor's Pick

Fashion brand Zalando celebrates models and influencers who feel "free to be" themselves in an empowering new campaign, including the likes of plus size model Felicity Hayward, who steps out of a giant billboard in one of the spot's most arresting images."If they say you're too big, show them how big you can be," says the voiceover.

The film, by Grey London, was directed by Park Pictures' Georgia Hudson, who's helmed spots for the likes of Nike and Under Armour, and also features Adwoa Aboah, Alice Hurel, Rain Dove and Leroy Mokgatle, all known for their distinctive and unusual looks.The film kicks off with alopecian model Hurel ripping open a Zalando box and also includes scenes of teen ballet dancer Mokgatle, piroutetting through the streets of Lisbon.

“The campaign features a diverse cast who differ in body shape, break with stereotypes or defy traditional gender roles," says Johnny Ng, director marketing strategy & campaigns at Zalando. "Our cast is not afraid to show the world who they really are and they use fashion to express their identity. This freedom is what we want all our customers to feel."

The Berlin-based brand also works with Mother London, which created a campaign earlier this year featuring models dancing kookily on a beach. Both agencies are on the roster.

Credits

Date
Sep 16, 2019
Client:
Zalando
Agency:
Grey-London
Director Marketing Strategy & Campaign:
Johnny Ng
Lead Campaign Manager:
Claudia Gebhardt
Chief Creative Officer:
Vicki Maguire
Art Director:
Sam Daly
Copywriter:
Rob Greaves
Business Director:
Dana Richter
Account Director:
Izzy Falcon
Account Manager:
Lindsey Cockle
Agency Producer:
Thea Evely
Production Assistant:
India Smith
Production Company:
Park Pictures
Director:
Georgia Hudson
Executive Producer Managing Director:
Stephen Brierley
Executive Producer Head of Production:
Sophie Hubble
Producer:
Jane Lloyd
Production Manager:
Alex Yiaxis
Production Assistant:
Fred Deedes
Director of Photography:
Ben Fordesman
Editing Company:
Stitch
Editor:
Paul O’Reilly
Producer:
Alice Clarke
VFX Company:
Time Based Arts
VFX Producer:
Joe Gutteridge
VFX Supervisor:
Leo Weston
Colorist:
Lewis Crossfield
Sound & Music Company:
Sam Ashwell
Sound & Music Company:
750mph
Director:
Georgia Hudson
Executive Producer Managing Director:
Stephen Brierley
Executive Producer Head of Production:
Sophie Hubble
Producer:
Annabel Ridley
Production Manager:
Lucy Jones
Director of Photography:
Aaron Reid
VFX Supervisor:
Matt Shires

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