ZARA LIVE
- Live Broadcast Production
- Full Production
- Studio Design & Build
- Photography
- Motion
Brief & objective
Zara engaged Central Studios to produce an entirely new live show experience that became the Zara Live Show, a weekly live-streamed fashion programme broadcast to Chinese social platforms. The brief called for a behind-the-scenes shooting style where the whole studio could become the set.
The show evolved into a repeatable production format able to sustain a weekly cadence at broadcast quality, meet tight lead times week after week, , and supporting the show’s expansion across seasons, featuring on-location pop-up broadcasts, special editions and seasonal content alongside the main studio programme.
Client: Zara
Location: Shanghai, China
Year: 2024 · Season 2 (ongoing weekly programme)
Challenge
Zara wanted to reinvent their live stream offering away from standard product selling into a new weekly schedule of broadcast quality content. Moving from a single-camera room to a multi-camera stage involved regular refreshes to both the stage design and the camera and lighting movements.
Our production turnarounds required tight discipline to match the speed of Zara’s weekly product drops – new collections, new looks, new segments each week, with short lead times between briefing and going live.
Central Studios’ role
From the beginning of the process, Central Studios was integral in bringing Zara’s direction to life. From the early days of casting to designing and realising the studio set up, Central handled full production of the Zara Live Show bringing in director Norm Wong to help lead the show.
For Season 2, we super sized the studio and built and managed a custom 2000sqm studio for the brand. The set design included a billboard-sized brand logo as the main feature of the set and purpose-built catwalks for the models, as well as extra styling areas and photo set off stage. We produced the weekly broadcast from the studio, ran off-site pop-up broadcasts, and delivered integrated digital content around the show — off-set photography for Zara’s e-commerce pages and behind-the-scenes video.
Direction is led by Norm Wong. Rodney Evans, Central Studios’ co-founder, is Executive Producer.
Crew & partners
Director: Norm Wong
Executive Producer: Rodney Evans (Central Studios)
Line Producer: Tzu Chun Lin
Production: Central Studios
Hosts: Tian Yi, Jia Jia (Zara ambassadors)
Cast: 6 models featured weekly
