How can you use ZEGNA’s ORIGIN STORY and BRAND STRATEGY to create ownable BRAND CODES and CREATIVE DIRECTION for seasons to come?
We used our BORN IN OASI ZEGNA platform — linking the birthplace of the brand and it’s values — to inform the new BRAND CODES through a distinctive art direction and filming style.
This combined with colour blocked styling lends a mythical, otherworldly quality to ZEGNA. Simultaneously eternal and modern.
The creative direction also needed to inform distinct but unified campaigns for the key collections — Oasi Cashmere, Triple Stitch, Eyewear and Outdoor.
The Outdoor campaign expressed the performance and technical nature of the collection in a monumental and epic setting.
