Zalando

What Do I Wear? Holiday 25

For the ‘25 holiday season, we placed the universal question “What Do I Wear?” at the heart of the holiday madness in a cheeky campaign that turns holiday drama, surprise reunions, and awkward-but-iconic moments into style opportunities.

Directed by the Weiland Brothers, the hero films drop us right into the wild dynamics of the ‘Lazonda’ family. It’s messy, relatable, and constantly stylish.Through scenes of festive dinners, last-minute plans, unexpected kisses under the mistletoe and chaotic hometown hangouts, each character uses Zalando’s inspiration tools for their fashion finds. With a cast featuring renowned editor Tish Weinstock, actor Oliver Green, models Thomas Meacock and, Indira Scott, and public figure “The Spanish King,”, the story celebrates all the ways fashion helps us navigate the season – confidently, creatively, and with endless possibilities. Topped with your not-so-average festive carol the campaign is backed by the mysterious and fun track “HOHO” by duo Charlotte Adigéry & Bolis Pupul.

My Role / Creative Director