Creative Direction for Zara Home

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

Creative direction for @zarahome

We were commissioned by Zara Home to develop a visual brand identity/new creative direction for its core range of everyday essentials, including basic white linens, bedding, and loungewear. The brief was to elevate these basics into a distinct, elevated and refined offer within the wider brand.

Our strategic response was the creation of 'Permanent Collection' a name and brand concept that positions these essentials as a curation of timeless classics, with pure and functional forms. A simple and contemporary aesthetic that lasts over time.

Influenced by classical still life paintings, we drew on their calm compositions and careful treatment of light to frame each product as an object of quiet significance. Our 360 work for this project included naming, branding, campaign films, campaign stills, animations, and designing a dedicated microsite on zarahome.com. The visual and narrative language aimed to express the quiet beauty of permanence within the evolving rhythm of everyday life. We explored subtle gestures, the shifting of textured bedding, the effervescence of liquid in a glass, the flicker of light on cutlery, to evoke the emotional resonance held by the objects we live with.

The campaign invites reflection on the relationship between permanence and change, and how the familiar pieces we use each day shape our sense of home, memory, and belonging.

All Creative / Directed by @gracemargetsonstudio

GMS team💖 @harriet_victoria_ @valentineavron@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

Animator @studiospranks

(Images shot by @lorenapagesp)