Creative Direction for Zara Home campaign

Creative direction for @zarahome

Grace Margetson Studio is an independent multidisciplinary practice that collaborates closely with brands, photographers and artists.

Introducing Permanent Collection, a curation of timeless classics, with pure and functional forms. A simple and contemporary aesthetic to last over time.

The creative direction for the series (encompassing of films, stills, animations, branding and a dedicated micro-site by GMS) sets out to display a poignant portrayal of classic quality homeware harmoniously nestled within the tranquil, yet subtly evolving framework of a room. Permanent pieces living within the impermanent structure of our living spaces e.g. the gentle shifting of thick, textured bedding, the effervescence of liquids inside one’s glass, and the reflective dance of spoons against the broader room backdrop. Exploring the intricate interplay between a sense of ownership, sentimental attachment, and the quiet emotional resonance found within one's home.

All Creative / Directed by @gracemargetsonstudio

GMS team💖 @harriet_victoria_ @valentineavron@josoras@florenceomalley and @instayulia

FILM TEAM

DOP @lorenapagesp

Set @keiyoshino_set with @sophiawillcox @camillab.setdesign@heykeelin

Production @bellhousemarkes Etty, Nancy and Anou ☺️

1st AC @silviofuoco

2nd AC @laura.aglr

Gaffer Christopher Broomfield

Elect William Jense

DIT Kristin Davis

Edit and grade @purple_martin_studio

STILLS TEAM

Photographer @matthieulavanchy

Lighting @woodntoole

Assisted by @bradleypolkinghorne and Valdrin Rexhepi

ANIMATION TEAM

Images shot by @lorenapagesp

Animations in collaboration with @studiospranks