Zalando

What do I Wear? AW25

Building on our first iteration of Zalando’s “What Do I Wear?” platform, we launched the AW’ 25 campaign starring two cultural icons – Golden Globe award-winning actress Uma Thurman and multi-platinum artist PinkPantheress. The campaign reimagines fashion’s most relatable question positioning the Zalando App as the ultimate tool to inspire users to explore their style on their own terms – even at the farmer’s market.

Directed by Bradley & Pablo, the hero film is set against the vibrant backdrop of a farmer’s market and features Uma Thurman and an entourage of lookalikes of hers, representing all her different answers to the most universal question of all time: “What Do I Wear?” Each outfit inspires her to try something new this season as she saves all of them into her Zalando App.

Casting for this film was a process in itself. What started with our own call for an Uma Thurman look alike competition, ended with a mishmash of the most interesting characters.

My role / Creative Director