Nature Force

Ziaja is a Polish cosmetics brand that has been present in the Spanish market since 2013. While it is one of the most important pharmaceutical and cosmetic laboratories in Poland, it is not widely recognized in Spain.

We were tasked with creating the first TV campaign for the brand in Spain, with the primary goal of boosting sales for one of their products: the hair mask with Keratin and goat milk proteins. The brand's vision inspired us to develop a campaign that challenged traditional aesthetic norms in cosmetics and advocated that beauty is not solely tied to youth. Every woman possesses her unique beauty, and Ziaja helps you connect with your natural strength.

Since the product focused on hair care, an audience study revealed an insight that would become the campaign's tagline: 'My Hair, My Flag.' We'll now walk you through the journey from brand strategy to audiovisual production, a somewhat uncommon step for an agency, but yes, we have an in-house team capable of producing TV commercials.

TV Advertising

Audiovisual Production

Creative Direction

My hair, my flag

Hair is a crucial element of identity for most women, and outdated beauty standards have impacted the self-esteem of some. With this campaign, we aim to assert that there is nothing more beautiful and unique than wearing your hair your own way. With Ziaja, you can proudly flaunt it as if it were the flag representing a new, strong, empowered woman connected to her own nature.

From concept to storyboarding

There's too much noise on television; we wanted this ad to convey peace and relaxation. We chose a natural background to emphasize Ziaja's commitment to nature. We thought of using calm music with African notes and a laid-back editing style

My hair, my flag

From concept to storyboarding

From research to concept

Some agencies skip the research phase, but for us, it's crucial in helping us understand the audience, empathize, and find inspiration. In addition to conducting interviews with the target audience, we engage with communities that advocate for curly hair. Here, we present some videos we came across. Watching a woman pleading with her past self to stop straightening her hair was the spark that led us to discover the campaign's tagline.

The place where we filmed is magical. It's in Catalonia (Spain) and is called 'La Fageda de'n Jordà.' A forest so dense that, depending on the position of the sun, the light completely transforms it.

The casting was one of the most decisive moments. We were looking for someone different from the typical beauty ads. Someone over 45, with wavy hair, and a gaze that conveyed confidence and inner fulfillment.

Jose Luis Pulido is our preferred Director of Photography. We've been working with him for many years, and he never ceases to amaze us every time we collaborate. His sensitivity has taught us to see light in a different way.

A shoot is an incredible experience. You arrive with a good plan, a solid concept, an amazing team, but it's not until you see the first shot through the camera that you truly grasp how we're going to film everything that follows.