Zalando Sale Campaigns — Creative Concept and Art Direction

Zalando Sale campaign art direction by studio NANA, featuring models in spontaneous poses against a plain studio background

The challenge was to develop a year-round visual system for Zalando’s global sales moments, a scalable language that could endure through shifting commercial seasons while maintaining a unified brand presence.

Our Role
- 360° Campaign Ideation
- Long-term Creative Strategy & Concept Development (2022–Present)
- Art Direction (Photography & Video)
- Cross-Channel Consistency Management

Art direction: model breaking character in a plain e-commerce setting to capture spontaneous human emotion.

Visual language development: studio NANA creative concept showcasing human interaction over staged perfection.

We centered the narrative on the unplanned excitement and f*ck-it energy of a sales find. By placing models in a sterile, plain PDP setting and capturing them as they fell out of their model role, we replaced staged perfection with spontaneous, human interactions. This visual subversion turned the quintessential e-commerce vacuum into a relatable moment.

Model falling out of character in a plain studio setting.

Developed in 2022, this visual language evolved into a long-term strategic standard. Over the last four years, studio NANA has directed and ideated the extension of this look across the campaigns for the Zalando Loyalty Program, Giftcard, and Cyber Week, ensuring aesthetic consistency across every channel.

Consistency between photo and video art direction for Cyber Week campaign, humanizing the digital shopping experience.

The partnership demonstrates how a consistent visual identity can become a brand-defining asset. By replacing rigid commercial tropes with human spontaneity, we provided a scalable system that has remained relevant across four years of seasonal retail and multiple internal verticals.