The Making of ZDS Creative’s Commercial
ZDS Creative’s very first commercial has been running on social media platforms for just over a month now! We put a lot of creative planning, time, energy, and effort into this production (as did our entire production crew, all our wonderful extras, our creative team & everyone in between who had a hand in making our vision come to life). A very special shoutout to our Director, Gideon Baeza, for conceptualizing the commercial and bringing it to life, hand-selecting our crew, and editing the commercial in its many iterations. Gideon’s commitment to this production made it what it came to be—a colorful, vibrant, amazing representation of our goal at ZDS—to create, show, and sell art that is as exciting, hot, sexy, and unique as our audience is. Not only was the final cut a perfect look into what we do here, but the act of creating this work from start to finish in and of itself was a great example of the collaborative, exciting work we do day in and day out.
A bulk of our pre-production went into stylizing, creating, and fitting a custom-made ZDS Creative outfit for our commercial star, Emma Papatzanaki. ZDS Creative’s Founder/Director, Zoey Schorsch, created a custom headpiece for Emma, adorned with shells, buttons, charms, and faux flowers. Our styling team, led by Ella Mastroianni Shaw and assisted by Bella Kulukundis, aided in sculpting and fitting a hand-sewn chiffon blue top and bright red skirt—the shirt being heat-pressed with images by Talia Smith and Grace Mitzen, as well as various screenprints and illustrations by Shelley Schorsch. The styling team then added various ZDS Creative necklaces, bracelets, makeshift anklets, tights and Jeffery Campbell shoes to complete Emma’s look. Makeup and hair was done by our wonderful MUA Hailey Sipes, and finishing touches were done by the entirety of the styling team throughout production. Our stylists additionally aided in dressing and curating looks for each of our featured extras—all pulling pieces from their own closets, and some wearing original designs by Lucas Oakley (who is currently featured in a multimedia exhibition at our Greenpoint storefront).
Once Emma was ready for the first shots, our production crew led her to a pre-prepared studio across the hall from ZDS Creative’s private makers studio at 67 West Street. We used our own space as holding for the crew, as well as our morning and afternoon extras. The first portion of the commercial was shot in the rented-out studio across the hall—a space the team transformed into a faux white-wall gallery, filled with large-scale white texturized canvases, scattered with extras dressed to look…snobby. The first few moments of the commercial show Emma, clad in her colorful, unique outfit, searching this all-too-familiar gallery for art, or patrons that align with her outgoing vibrancy. Our extras were made to not only seem in stark contrast of Emma styling wise, but they continually shoot her quite judgmental looks, sipping from martini glasses, gazing at the rather empty works on the walls, avoiding contact with her—yet sure to notice and scoff at her stand-out-ish nature. As she approaches one of the static-esque pieces on the wall, she’s transformed into a dream-scape space (also shot in the same rented studio across the hall), eventually landing in the (very colorful by comparison) ZDS Creative storefront.
Once we make it down to our space at 85 West Street, the truly fun part of the commercial begins—we got to showcase work by all our featured artists, hangout with our vibrantly-dressed afternoon extras (another shoutout to our amazing styling team for decking everyone out in ZDS Creative originals), and demonstrate the sense of vibrant community that we aim to achieve with this collective of eclectic art creators & lovers. Emma is shown socializing and laughing in the store, trying on purses, sifting through necklaces, bracelets and prints, and feeling at home in a space as creative and unique as she is. In a shorter cut of the commercial, one of our morning extras, Ethan Denk, is shown being ‘ambushed’ by our group of classic ZDS-goers, leaving his stiff outfit and tie behind—joining the outgoing crowd in a more comfortable space, letting go and enjoying the colorful art around him.
Another very well-deserved shoutout to our amazing production crew for bringing the best energy to set, becoming a part of our growing ZDS community, and taking part of this day that will forever hold a very special place in our hearts. Head over to our socials @zdscreative to view snippets and the long-form cut of the commercial, or watch it on youtube (linked below) at any time. And make sure to stop by 85 West Street to see the magic IRL if you haven’t yet. We love you all!!!!! <3
Behind the scenes photography by Assistant Director Talia Smith.
