An independent concept created by DECTI. Not commissioned, sponsored or endorsed by ZARA.
- Project
- An independent cinematic exploration of fashion and footwear by DECTI. Not commissioned by, affiliated with or endorsed by ZARA.
- Objective
- Explore how footwear can become the narrative thread of an everyday morning, beyond a product image.
- Concept
- A morning in motion. Footsteps connect home, urban architecture and the metro.
- Visual direction
- European architecture, restrained styling and credible light. Low framing, character movement and cinematic pacing keep the product in focus.
- Solution
- Creative direction, concept, storyboard, AI-assisted production, editing, sound design and post-production.
- Output
- 58-second Hero Film, 18-second Social Cut and campaign stills extracted from the film. Further platform adaptations are potential extensions, not completed deliverables for this concept.
Social Cut / 18 s
Campaign stills
