Asos’s new campaign launched last week starring it-model of the moment, Jazzelle Zanaughtti, directed by Terence Neale, photographed by Kristin-Lee Moolman and produced by Park Pictures. The shoot focuses on Jazzelle’s diverse sense of style, amplified through her fashion motto; “my style is never done”. The campaign’s concept involves having the confidence to explore your own personal style and try new things, as well as having “an open-minded attitude that transcends fashion and champions self-expression,” Asos explains. This message epitomises Jazzelle’s style, the campaign sees her in various characters and alter-egos inspired by her personal experiences, such as her time as a young ballet student.
With music composition by Kwes — producer for Solange, Kelela and Loyle Carner — the campaign features a one-off creative team including animation development from Japanese animation studio D’ART Shitajio. Kristin-Lee Moolman shot the images on both film and digital cameras, “using a mixture of studio and natural light to ensure the contrasting moods remain consistent throughout the campaign”, says Asos.
The campaign has been five months in the making, from brief to going live. The film was shot over four days with another two days set aside for 12 campaign stills and social content. Asos further state; “while that may sound like a lot, if you consider every one of Jazzelle’s looks is completely different, as well as differing locations and lighting set-ups, there’s not a lot of time to play with. Add a centaur and an inflatable puffer jacket into the mix and we were certainly stepping into the unknown”.
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