ZALANDO x ESTÉE LAUDER
Fantastical reality from bold visual alchemy
An enchantingly immersive campaign that danced between the digital and physical realms, unfolding into a joyous festive fairyland. Blending CGI backdrops with crafted props IOIA created a place where the director's playful script, and some lovely beauty products, came magically to life.
At the heart of this project was a commitment to an art direction that transported viewers into a fantastical, fun, and sparkly world of unconventional beauty for Zalando. IOIA guided every element to create a captivating look and feel that was, even if we do say so ourselves, nothing short of magical.
To achieve this result we imagined distinct styles for each fantastical scene that would combine surreal digital backdrops and gigantuan props—a harmonious blend of the imaginary and the tangible. With detailed references, sketches and material research we guided our digital partners, and our trusted set builders to craft mountains, islands and gift conveyor belts, of course.
The attention to detail involved in making this dreamy world was particularly memorable: painting glaciers with glitters, experimenting with the perfect car wash speed, customising collections of grasses and faux flowers and painstakingly hand-wrapping 100 boxes with ribbons for a personal flourish.
The delivery of this unconventional beauty narrative exemplifies IOIAs capacity to own the art direction. From initial concept to briefing CGI designers and set builders to experimenting with materials, we were involved in every step of the process, turning a vision into a tangible, immersive reality.
Client ~ Zalando x Estée Lauder Companies Director ~ Emma Westenberg DOP ~ Daan Bukman Photography ~ Lois Cohen Art Direction & Set Design ~ IOIA Set Build ~ SetCompany Styling ~ Duran Lantink Production ~ Halal Amsterdam
2022
