Zalando AW23 — As You
Dream It
Creative Director: Julia Reiss
Sr. Art Director: Toufik Akiki
Creative Agency: Convoy
The concept took shape as we aimed to dress diverse dreams, ranging from whimsical mermaids to the rugged adventures of mountain hikes, and from cosmic wonders of space to the serenity of the sea.
The idea was to salute the uniqueness of each individual's aspirations and to encourage the embrace of even the most eccentric dreams.
We recognized the power of self-expression in fashion, and #AsYouDreamIt became a platform for users to showcase who they aspire to be.
As a platform, our focus is to be a companion and enabler to our customers, giving a stage to human stories and experiences.
The concept came to life as we thought about showing characters stuck in their daily routines but yearning to break free and express their uniqueness.
'As You Dream It' was born. We collaborated with our copywriter to find the perfect words for this message.
The film aims to ignite the dreamer within – the fearless one who continuously pushes boundaries to reach their fullest potential.
The gradual shift to silence, and the removal of external noise is designed to create seperation from the familiar world sounds, plunging you into a realm of pure fantasy.
This journey comes full circle with the incorporation of the timeless and iconic 'Dream a little dream of me,' almost a century after its initial release.
The camera movement serves as a guide into the “Escape” we aspire to immerse people in, while the transitions and cuts serve as clear markers of the moment this immersion happens. By preserving the majority of elements around our models, this serves as another reminder that this state is just a couple of fashion-decisions away.