Zara
2023
Chat FOS

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






