Seasons of Sale - Camila Bascon

SEASONS OF SALE

At the start of the year, we developed a sale concept that could shift with the seasons without relying on loud, product-heavy messaging. Instead of pushing discounts, we focused on emotion. With the help of renowned paper artists, we built tactile worlds that captured the spirit of spring and autumn through color, craft, and atmosphere.
The result: a cohesive, year-round sale identity that felt artistic, inviting, and unmistakably Zalando.

Creative Director: Theresa Jimenez
Art Direction: Camila Bascon
Paper Artists for Spring: Adrian & Gidi
Paper Artist for Autumn: Mlle Hipolyte
Scope: Concept, Art Direction, Design, Sales

SPRING

Spring is here.
And so is sale.

For spring, we transformed the Start of Season Sale into a celebration of renewal. Instead of showing products, we collaborated with paper artists Adrian & Gidi to build a handcrafted world inspired by bloom, colour, and lightness.
Across every channel, the customer experience echoed this fresh, optimistic mood, a sale journey built on inspiration rather than noise, shaped by beauty, craft, and the feeling of spring itself.

PAPER ART

To bring the spring universe to life, we collaborated with paper artists Adrian & Gidi, renowned for their refined use of colour, light, and sculptural detail. I shaped the concept and creative briefing, leading the process through art direction and close collaboration with the artists.

Together, we crafted intricate paper scenes inspired by blooming forms and the optimism of the season, transforming the spring chapter into a tactile expression of renewal, craft, and quiet joy.

AUTUMN

Fall INTO SALE.

For the autumn chapter, we brought the Mid-Season Sale to life by shifting focus from products to emotion. Rather than amplifying volume or assortment, we built a crafted visual world that captured the season’s warmth, depth, and quiet comfort. Fall into Sale became a celebration of autumn’s mood, inviting, calm, and richly textured.

Across social, display, and the Zalando shop, every touchpoint extended this atmosphere. The journey was designed to feel cohesive and unhurried, a soft transition into autumn that encouraged customers to explore the sale at their own pace, guided by tone, texture, and the season’s natural elegance.

Social_media_grey_Body_content_3200x1800

PAPER ART

To bring the autumn world to life, we collaborated with paper artist Mlle Hipolyte, whose intricate, hand-crafted style naturally reflects the layered textures and rich tones of the season. I developed the creative concept and briefing, leading the process through art direction and close collaboration with the artist.

Together, we crafted detailed paper compositions that captured the depth, warmth, and mood of autumn, translating the season into tactile, emotionally resonant imagery and turning Fall into Sale into a beautifully crafted celebration of autumn itself.

Seasons of Sale reframed what a sale campaign can be, shifting from noise and product overload to craft, emotion, and seasonal storytelling. By focusing on atmosphere rather than assortment, and by partnering with exceptional paper artists, we created tactile visual worlds that made each sale moment feel intentional, inviting, and distinct.
A cohesive, art-driven platform that brought beauty and humanity into one of the most functional parts of the customer journey, transforming the sale period into something worth experiencing.

Share Your Sexy

Avéne – Editorial Content