With the release of their most recent Fall 2018 ad campaign Zara begs the question ‘Are you watching?’ via a intensely sophisticated film by creative director Fabien Baron.
Baron is on a roll this season firing off a series of film after film, each more richly colorize and visually engaging than the last. He seems to be finding his 2nd calling here in tandem with Meisel as they capture models Meghan Collison, Lexi Boling, Kris Grikaite, Julia Nobis, Karolin Wolter, and Fei Fei as bewitched enchantresses. Each of the gypsy like characters lounges in a velvet fog of a den, complete with crystal chandeliers and a burning candelabra. A crystal ball, black cat, and hand mirror lend to the seance like atmosphere as an 8mm film projects off screen drawing their focus. But watching them drawn into the film they are viewing so intensely as characters, causes the real viewer to feel that this is an important dramatic element that they should pay attention to. The film they see is a ‘McGuffin,’ simply a plot device that the real audience never gets to see but moves the story along.
The color grading is superb, and the the utilization of marble paper as frames to the campaign is a wise choice, adding texture to texture. Is it a campaign that one feels may fall short of print due to strategy and the history of the house that spends on social and in-store more than print and out-of-home. One can only hope that like this campaign, Zara with also expand their boarders with a little more color.
Creative Director | Fabien Baron Agency | Baron & Baron Photographer | Steven Meisel
Film Director | Fabien Baron Models | Meghan Collison, Lexi Boling, Kris Grikaite, Blesnya, Julia Nobis, Karolin Wolter & Fei Fei Stylist | Karl Templer Hair | Guido Palau Makeup | Pat McGrath Casting Director | Ashley Brokaw