Zara Home
Bringing quiet elegance to the world’s loudest platform.
In an attention economy defined by speed, trends, and algorithms, Zara Home saw an opportunity to do something different: slow things down to create moments of intimacy, texture and warmth – all within the rapid-fire world of TikTok.
Sister company to the fashion giant Zara, Zara Home wanted to tell unique, thoughtful and culturally-resonant stories so in 2022, TC & Friends was brought in to help shape the strategy for Zara Home’s then-nascent presence on TikTok.
Client
Zara Home
Services
Brand Strategy
Brand Consultancy
Creative Direction
Content Development
What began as a series of conversations quickly evolved into a creative partnership. Our role was to creatively direct a suite of short-form films that would translate the brand’s refined sensibility into content made for the endless scroll.
@sleepingmakesmehungry
@Tikatheiggy
@vaasilas
Rather than chase virality and garish attention-grabbing techniques, our content focused on resonance. Each piece was crafted to feel organic and familiar to the creators’ unique artistic expression.
@juliakatarzyna_
In celebration of Pride Month, we commissioned designer and printmaker Julia Schimatz to create this kaleidoscopic animation.
Starting with a digital graphic, the animation was printed on a risograph frame-by-frame.
We cast widely across the platform’s creative spectrum, tapping everyone from cult social media creators such as to emerging makers and stylists.
Together, we developed branded content that felt real, aspirational and actually enjoyable to watch. Since launching in 2022, Zara Home has since achieved 1.1M followers and 3.1M likes on TikTok.
@dimda_
@drinksbyevie
@ducks_in_space
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