"DAYA" BY ZENDAYA
Zendaya wanted to launch her clothing brand, “Daya” by Zendaya, in a fashion commercial tied to her appearances on Project Runway. The mission was to create a dynamic, colorful piece that would tell the story of her brand to a TV audience, as well as allow re-purposing for social media.
OBJECTIVES
- Evoke the feeling and personality of the brand: graphic upscale streetwear that promotes diversity and inclusivity
- Define brand identity, as well as increase brand awareness
- Use an existing photoshoot to reduce production costs and come in under budget