Marking the start of spring, the campaign tapped into the universal desire to refresh, reconnect, and show up as our best (and most authentic) selves. The time had come for us to be real.
Built on a two-step strategy, the campaign paired emotional storytelling with product integration to forge a stronger brand connection.
Real friends, couples, siblings, and families shared intimate moments where styling became an effortless expression of love, joy, and togetherness.
Each story centred on themes like friendship, motherhood, self-expression, and gifting, timed to align with spring occasions including Easter and Mother’s Day. The visual direction captured Lounge’s essence: Surprising, Fun, and Welcoming.
Renowned Berlin-based photographers Roman Goebler and Jelka Von Langen brought this vision to life, capturing intimate moments that resonated with our audience and pushed the boundaries of Lounge’s creative identity, in style. The campaign was brought to life at the zICS studio, with their team supporting both production and creative execution
It’s time for us was not just a campaign, but a celebration of connection, emotion and a renewed point of view.
Head Brand & Creative: Yana Nenadovich
Creative Direction: Glazione Rocha
Art Direction: Maru Cabrera
Copy: Kholeka Rodolo
Graphic Design: Leanne Cheng, Melissa Gomez
zlCS team members:
Lead Stylist: Juliane Meyer
Stylist: Caroline Dushe
SQM Assistant: Alicja Pawlak
Casting Director: Federica Masci
Hair & Make Up Artist: Juliane Scheffler
Set Assistant: Nils Christian Viken & Felix Klaer
Producer: Ville Kukkonen
zlCS Management: Lisa Höger & Christian Krüger
External:
Project management: Gabriela Kuehl
Photography: Roman Goebel & Jelka von Langen
Light: Andreas Musculus
Digi: Marcus Paarmann
Hair and Makeup: Marvin Glissmann & Sonja Shenouda
Video Creative Laura Falafel
Video DoP Lander Ibarretxe
Set Design Kristine Alksne & Rachael Spink
Talent
Jamela Adam-Beyala MIRR/RS
Frédéric Magnier MIRR/RS
Aliyah Bartels MIRR/RS
Chloe Bartels MIRR/RS
Katja Pärli Let It Go
Vivianne Pärli Let It Go
Adam Zammit Kult
Photography: Conrad Bauer
Art Direction: Zoe Spurgeon
Creative Direction: Glazione Rocha
Styling: Caroline Dushe, Maina Bouland
Set Design: Nina Oswald
Digi: Maximilian Mouson
Light: Arne Vossfeldt
Lead Social Media: Joey Tong
Social Film Director: Laura Vifer
Social DOP: Felix Armengol
Retouch: Studio Gessner
Production & Project Management: Gabriela Kühl, Ville Kukkonen
Art Direction – Carmen Haessner, Khay Arrieta
Photography – Felix Abel Klaer, Sibylle Windisch, Nils Christian Viken
Light – Philipp Pohl, Joris Patzschke
Styling – Caroline Dushe, Karol Rowniak
Set Design – Kristine Alksne, Menes Zlatoper
Hair and Makeup – Camila Irala, Sarah Hartgens, Amanda Csak
Set Assistant – Karam Al Ramadhani
Production – Julia Sommer, Ville Kukkonen
Casting – Julia Sommer, Ville Kukkonen
CREW
Art Direction – Carmen Haessner, Philipp Werner, Khay Arrieta
Photography – Felix Abel Klaer
Still Life Photography – Nils Christian Viken
DOP – Liv Peters, Ronja Salla
Light – Philipp Pohl, Joris Patzschke
Styling – Caroline Dushe, Laura Grønfeldt, Anett Schoepe
Set Design – Rebecca Martin, Lilith Spink, Menes Zlatoper
Hair and Makeup – Juliane Scheffler, Camila Irala, Amanda Csak
Kids Chaperon – Roylan Tolay
Production – Julia Sommer, Ville Kukkonen
Casting – Federica Masci, Ville Kukkonen
Set Assistant – Karam Al Ramadhani
CREW
Art Direction – Philipp Werner
Photography – Dunja Antic
Styling – Laura Lüdicke
Light – Philipp Pohl
Hair and Makeup – Camila Irala
Production – Ville Kukkonen
Casting – Ville Kukkonen
CREW
Art Direction – Peter Sebastian Sander, Philipp Werner
Photography – Dunja Antic
Still Life Photography – Nils Christian Viken
Light – Showmik Khan
Styling – Laura Grønfeldt
Hair and Makeup – Camila Irala
Set Design – Rebecca Martin
Production – Ville Kukkonen
Casting – Ville Kukkonen
CREW
Talent – Laura Schuller (A-Management), Jordan Gousse (MGM)
Art Direction – Carmen Haessner, Maru Cabrera
Photography – Felix Abel Klaer
Still Life Photography – Sibylle Windisch
Styling – Caroline Dushe
Hair and Makeup – Juliane Scheffler
Production – Julia Sommer, Ville Kukkonen
Casting – Ville Kukkonen
Local Producer – Film Fixers Balkan
Photography – Diana Luganski
Designers – Christine Valtonen, Sini Saavala
Talent – Ville Kukkonen, Maisa Immonen
Portfolio – Ville Kukkonen 