Developed in response to a 360 campaign brief focused on storytelling
and multi-format activation across homepage, social media, OOH and DOOH.
Moodboard
Creative Concept: Shoot The Grey
Winter makes outdoor moments colder and visually muted.
Shoot The Grey introduces contrast and presence through fashion. By bringing color and attitude into the grey season, clothing becomes a way to push back winter dullness. “Shoot” also references a fashion shoot, everyone becomes a model through their outfit.
Shoot The Grey introduces contrast and presence through fashion. By bringing color and attitude into the grey season, clothing becomes a way to push back winter dullness. “Shoot” also references a fashion shoot, everyone becomes a model through their outfit.
Visual Development:
Visuals were created using AI-assisted generation (Nano Banana), inspired by real fashion editorials and winter lighting setups. Final compositions were refined and retouched in Photoshop to ensure realism, texture consistency and brand integration.
OOH
Visual System
A consistent graphic language built around strong contrast, focused color palettes and clear typographic hierarchy, adaptable from print to digital formats.
SoMe instagram
Homepage banner
DOOH animations and motion design were developed in After Effects, focusing on subtle reveals and atmospheric transitions to reinforce the campaign’s visual tension.
Alternative Direction
A second concept explored comfort-driven storytelling but was not fully developed, as it felt less aligned with Zalando’s positioning.