Shades of the Surreal with Zign.
How do you take a brand from black and white into colour?
Having already produced two incredibly successful monochrome campaigns for leather footwear brand Zign, for Spring 2016 we decided it was time to move in a fresh direction. The brand’s latest collection was all about bold colours and edgy angles (inspired by modernist furniture and conceptual sculpture) and this gave us the perfect starting point to create them something totally new…
Our previous work for Zign had been very serious, so we felt it was about time to lighten the mood a little. With the help of now-legendary photographer and filmmaker Jonas Lindstrøm, we created a visual concept that was quirky, characterful and – most of all – filled with colour.
With nods towards the eerie and disconnected pop-surrealism of photographers like Guy Bourdin, our campaign added yet another fashionable angle to the Zign brand – right at a time when the market was beginning to tire of the austere world of ‘all black everything’. With their soft pastel shades and quirky attitude, our images were a breath of fresh air that brought the Zign brand bang up to date with the trends of the season.
It was the beginning of a whole new visual chapter for the brand…