NEW YEAR WELLNESS

Zalando | Art Direction

A January campaign created to inspire fresh routines for the new year, merging sport and beauty into one cohesive narrative.

Together with Doreen Kipping, who led the sport direction, we developed the concept across still and motion in collaboration with director Ale Ruiz Zorrilla. The focus was authenticity: real athletes, inclusive casting, natural movement, and effortless styling.

Beauty mirrored that philosophy: luminous skin, minimal makeup, and skincare integrated into everyday rituals rather than staged perfection. Running, recovery, and self-care existed side by side, presenting wellness as balance rather than transformation.

The result is an honest, uplifting start to the year - grounded, inclusive, and quietly motivating.