Zara

2023

Chat FOS

A Zara campaign film about what happens when AI starts dressing us, and where its advice stops being about clothes.

Roles

Graphic Design
UI Design
Motion Design

Project Details

Directed by rubberband., the film points the rhetoric around AI at fashion: what if a chatbot could tell you what to wear? It follows a single conversation between a man in his bedroom and an AI stylist, the advice drifting from what to pack into something stranger and more personal, reassuring him at one point that his suitcase doesn't define his worth as a person.

I designed the FOS logo and the chat interface that the AI speaks through, then animated it across the film, shaping how the conversation appeared, paced and settled on screen. I also designed the end credits. The interface had to read as a believable product while carrying the film's tone, helpful, intimate and quietly unsettling.

Catagory

Commercial

Type

Short Film

The interface acts as the film's second character. With no actor to play the machine, the chat UI had to carry its whole presence: the pacing of the messages, the way text arrived and settled, the calm confidence of a system sure it knows best. It became the voice the protagonist slowly hands his taste, and his sense of himself, over to.

Which is the setup for the twist. The "AI" turns out to be a man in a server room, stuck on a support call of his own. The polish was the point: the more flawless the interface looked, the harder the reveal lands, that the intelligence we lean on is just another person, improvising.

Credits

Director

rubberband. 

Production Company

SMUGGLER 

Executive Producer

Tom Knight 

UK Managing Director

Fergus Brown

Deputy MD/EP

Lucy Kelly 

Producer

Luca Chapman 

Production Manager

Sidney Arthur 

Production Assistant

Izzy Davis 

Production Designer

Max Randall 

Costume Designer

Gabbi Edmunds 

Make-up Artist

Lydia Ward-Smith 

Make-up Assistant

Fernanda Paz 

Location Manager

Rupert Bowkett 

Casting

Holly Shearn

Script Supervisor

Beverley Winston

1st AD

James Amos

2nd AD

John Robinson


DOP

Pat Golan 

1st AC

Barney Batchelor

2nd AC

Esther Edusi

Camera Trainee

Anna Patterson

Grip

Dave McNaulty

Video Playback

Jack Driver

Sound Recordist

Don Nelson

Boom Operator

Stephan Malenfant

Electrician

Paul Rowe
Nick Tombs
Ben Skyrme

Genny Op

Harry Gay

Rigger

Mark Redmond
Kristian Fletcher

Runner

Cairn McKenna
Maya Armon
Kwesi McLeod
Louis Burke

Gaffer

Elliott Beach 

Prop Man

Simon Morrissey

Assistant Art Director

Georgia Rose Fairman

Art Assistant

Grace Snellock
Otis Marchbank
Nana-Yaw Mensah

Editor

Armen Harootun

Asist Editor

Victor Dos Santos

VFX

B.Art Studio 

Sound Design

Raphaël Ajuelos
Foley Bricks Theme

Score Composer

Jon Brion

Additional Music

Hugo Ellingham

Chat Interface Design

Dexter George

Subtitles

Monty Chaudoir Studio

Colorist

Aubrey Woodiwiss

Medic

Aaron Woodbridge

Catering

Lord of Poke 

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