Sloggi drops new zero feel campaign

The Visionaries repped TARAN had this to say about the shoot: "Working on Sloggi SS25 was one of those unicorn moments where I was fortunate enough to be given quite a lot of freedom from the client and CD Theresa Schmitz to bring my own ideas to life. My only real parameter was working within a framework of this idea of moving from behind the scenes onto a large stage set, beyond that everyone was quite keen to hear my approach.

Production design was definitely a hero department that I was quite invested in. I think given the intimate and feminine nature of the product, I was keen on a set that avoided sharp angles and reflected the product itself. Working with production designer Paul Zabihi was nothing short of a pleasure, everything I threw at him was met with smart solutions and counter-ideas that got me thinking more deeply about textures and palette.

Equally, I knew we needed a DP that understood beauty and could offer something stylised whilst still feeling product focused. Enter Miguel Carmenes, I’d argue nobody does that better than him. My conversations with him were all about layering light and set dress for depth as well as finding the balance between a vibrant colour palette and keeping the film feeling mature. Given our spots were only 15s and 20s, we were also very aware of the need to condense camera movement to only what was absolutely essential, which I think translates quite well in the opening 5s of each ad.

Sloggi was a dream to work on and I had the chance to work with some new faces as well as some of my core team from my background in music.’