Pass It On
Zara Pre-Owned Integrated Campaign
Project Manager - Quinn Reller
Concept Art Director - Abhitha Samudrala
Visual Art Director - Genesis Strother
Creative Technologist - Kaz Schuett
“Pass It On” speaks to the idea that elegance and impact in fashion are not solely reserved for a new garment. By highlighting Zara Pre-Owned, an initiative built on increasing the longevity of Zara merchandise via repair, secondhand resale, and/or donation to social programs, we emphasize the importance of circularity and the decrease of our carbon footprint without sacrificing style. The core aesthetic of the campaign will rest in the passage of time and cycles to reference the core underlying concept that Zara Pre-Owned provides a second chance at life. Generative AI, in combination with a variety of technical programs, was utilized as a tool to bring these proposed interactive experiences to life digitally.
Interactive Billboard
The interactive billboard presents a dual-sided, engaging advertising opportunity that reaffirms the cyclical nature of “Pass It On”. Alternating between a main and call-to-action screen, the billboard utilizes customizable SnapTags to direct users to the microsite that displays the genealogy of the featured garment on the billboard. SnapTag technology allows the billboard image to assume the role of a QR code upon scanning or photographing via mobile phone and encourages users to pass this experience on to friends, family, and nearby strangers.
Digital Experience
The microsite continues the callback to the “Pass It On” concept by personifying clothing through the assignment of a lineage, memories, and personality in our interactive genealogy experience.
Here, users are able to see their environmental contribution impact while journeying through the lives of the pre-owned clothing. Within the site, there are also continued opportunities to purchase, donate, resell, and repair their clothing.
Social Media
The social media component embraces the more editorial, upscale look of Zara Pre-Owned while speaking to the connectivity and personability often lost in more luxury fashion market advertising. Rather than people going through clothes, each social media ad is a rendition of clothes going through people, which speaks to continuity instead of a trend focused narrative.
Experiential Activation
The “Pass It On Party” is a mobile symbol celebrating the addition of clothing back into the cycle of fashion via donating, reselling, or repairing. Disguised as a food truck, this vehicle delivers garments to consumers for try-on sessions, provides refreshments for community gatherings, and encourages relevant circularity through specialized packaging and interactive input systems. Tag-like bins exist inside the back of the food truck for purchase/ donation inputs and the exploration of the clothing genealogy in greater depth. On the front side of the truck, however, workers give fully packaged garments with customized packaging to the customers.
The previous project is conceptual student work and is not officially affiliated with the aforementioned company.