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ZARA KIDS


CONCEPT & VISUAL TREATMENT






CONCEPT 




Ask anyone to describe themselves, and the first thing they'll start with is almost always their profession. More often than not, people define themselves by their careers and by what they do.

But who we are runs so much deeper.

Kids are different. They live in a state of the boundless now. Entirely in the moment of pure feeling and emotion.

Ask a kid to tell you about their parents; they'll almost always describe them from the emotive and physical sides first. What their parents 'do' takes a back seat to who they 'are.'

They naturally see themselves and others on an emotional level. Not defined by what they do but by who they are. It's as if they have x-ray vision straight to that inner core that we, as adults, so often forget is there.

The greatest thing about them is their capacity to remind us of that way of seeing the world.

Let's channel this concept into a photography and video campaign full of vibey, boundless, youthful energy. I think it's a concept worth exploring.
 








VIDEO 




Who we are as individuals runs deeper than our professions, but more often than not, we define ourselves by our occupations.

Kids are different. They live in a state of the magical present, the boundless now. Entirely in the moment of pure feeling and emotion.

They naturally see themselves and others on an emotional level - not defined by what they do, but by who they are, like x-ray vision straight to that inner core.

The greatest thing about them is their capacity to remind us of that way of seeing the world, shaking us back to ourselves.

Let's channel this youthful energy and perspective shift through a photography and video campaign for Zara. I think it's a concept worth exploring.
 



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All work copyright Zachary Hertzman 2022