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ASOS: My Style is Never Done

Client: ASOS
Date: Sep 2018
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As the autumn/winter season begins, Asos is bringing fashion to the fore and encouraging customers to explore every part of their personal style, in its latest marketing push.

The face of the campaign is fashion game-changer, Jazzelle Zanaughtti, who has mesmerised the public’s eye by her metamorphic ability to continuously re-fashion herself while disobeying fashion norms.

Another day, another facet of her personality, delivered through her Instagram page ‘uglyworldwide.’

Asos wished to lever this spirit into their brand, inviting its customers to explore every facet of their personal style and identity.

The creative, “my style is never done” dramatizes limitless self-expression, with Zanaughtti the medium who evolves into diverse personas and alter-egos that make up her unique style.

The campaign will be backed by a four-week social push across the UK, US, France, Italy, Netherlands and Sweden, on Facebook, Instagram, YouTube, and Snapchat.

Yale Varty, marketing director at ASOS, commented: “We want this campaign to inspire our customers to explore everything that makes them, them – from the simple to the bold, and the fashion that enables it.

Credits

Director: Terence Neale

DOP: Benoit Soler

EP: Sophie Hubble, Park Pictures

Producer: Rozanna Rocha-Gray, Romance FIlms

Production: Park Pictures, Romance Films

Editor: Paul Hardcastle @ Trim

Grade: Company 3

Animation: D’ART Shitajo

VFX: Blade

SFX: Aumeta

Music composition: kwes./[o=o]

Hair: Pablo Kuemin

Make Up: Daniel Sallstrom

Bespoke Cowboy Hats: Alice Kirkpatrick

Campaign Concept / Art Direction: ASOS

Styling: ASOS

Casting: ASOS

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