Cars. Guitars. Smoke and fire. All typical symbols of masculinity, which in the case of Zara’s recent men’s Fall 2018 ad campaign, successfully appeals to their intended audience.
Creative director and film director Fabien Baron, along with his agency Baron & Baron, chose to release a grunge rock-and-roll type film advertising the new collection. The featured models, Abdulaye Niang, Evan Mosshart, Ihor Liubchenko, Kendall Harrison, Simon Bornhall, and Willow Barrett, appear on an empty pier in Manhatten alongside a classic car, as the video cuts in and out with clips of a guitar and drums being played while water sprays around them.
The diverse camera angels and masculine touches of smoke and steam perfectly complement the idea of the new men’s collection, filled with black leather, suits, and chains.
The video is paired with a collection of photographs shot by Craig McDean. The photos, a mix of both faded color and black and white, continue to add to the intended masculinity of the campaign as a whole.
In the world of fashion, this masculinity can sometimes be lost, but Zara has successfully pulled off the campaign. Here is to the continuation of their already captivating men’s collections, and perhaps another exciting video in the future.
Agency | Baron & Baron
Creative Director & Film Director | Fabien Baron
Photographer | Craig McDean
Models | Abdulaye Niang, Evan Mosshart, Ihor Liubchenko, Kendall Harrison, Simon Bornhall, Willow Barrett
Stylist | Karl Templer
Hair | Guido Palau
Makeup | Susie Sobol
Casting | Ashley Brokaw