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CONTEXT

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‣ Zara’s  model  is  relaxed,  confident  and  comfortable.  There’s  a  effortless   feel  of  the  ad  when  she’s  walking  down  the  street  wearing  clothes  in   earth  colours.  She  can  be  dressed  in  different  garments  depending  on   where  she  is:  at  the  park,  in  a  date,  taking  a  walk,  at  the  office,  in  a   cocktail,  etc.

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TONE

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‣ There  wouldn’t  be  any  spoken  communicaGon  in  the  ad  because  Zara  

uses  a  clean  approach  to  his  costumers  simulaGng  a  luxury  brand.  They   only  want  that  their  name  stays  in  their  minds  (“endure”,  “last”)

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CASTING

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‣ A  model  that  is  not  known  or  at  least  not  that  much.  A  model  that  looks   elegant,  simple  and  beauGful.  A  reachable  beauty  because  the  Zara   costumers  are  the  common  woman.  A  model  that  looks  natural  and  can   wear  really  beauGfully  all  the  garments.

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LOCATION

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‣ Down  town  in  the  city,  taking  a  stroll  in  the  park.  In  different  situaGons.   Showing  that  Zara’s  clothing  is  for  every  place  and  occasion.

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‣ Down  town  in  the  city,  taking  a  stroll  in  the  park.  In  different  situaGons.   Showing  that  Zara’s  clothing  is  for  every  place  and  occasion.

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COLORING

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‣ The  colors  of  the  clothing  in  the  ad  would  all  be  in  earth  colors  (trying  to  

match  the  trend  and  season).  Brown,  beige,  black  and  white  with  maybe   jeans  but  otherwise  simple,  sophisGcated  colors.  Colors  for  the  classic   woman  with  a  fashionable  touch.  The  surrounding  is  down  to  earth  as   well  matching  the  clothes.

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MUSIC

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‣ the  music  used  in  a  luxury  brand  store.  Just  a  subtle  music  that   accompanies  a  sophisGcated  woman  in  her  everyday  life.

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AUTHORITIES

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‣ A  photographer  that  works  well  with  simplicity  and  gives  it  life.  We  want   the  pictures  to  look  casual,  natural,  like  they  have  been  taken  from  a   woman  doing  her  normal  day  or  week.

‣ David  Sims

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Thank you.

CLARA

GUNNLAUGUR 17

SANDRA


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