Zargara Colors: Unity & Individuality

February 25, 2018

Our clients used to always ask us for our signature “Zargara” hats and tees in other colors, that’s the origin of this collection. I hate just releasing clothes with no meaning or story behind it, so had to post-rationalize the campaign. General idea was: everyone is different, colors are all different. After thinking about it more, decision was made to take it up a notch. I always wanted to incorporate this sculpture behind the NGC (National Gallery of Canada) that is made up of different kind of lights and has a really great meaning behind it into a concept, but could never find a way.

The sculpture represents our city Ottawa. It’s made up of all different kind of lights that could be found all around our great city. It also represents unity within our city, as all of the lights come and form a bond in the middle of it. The more I looked at it, the deeper my thought process of the sculpture became. The lights are not changing their form when they are bonding; they are maintaining their own shape, remaining as “Individuals”. Conformity is what has been advertised as the norm in a way, hence why we are always intrigued/confused (depends on the person’s point of view) by seeing someone who dresses/acts different then the “norm”. Therefore after analyzing my train of thought, I concluded that we shouldn’t “confirm” and not be individuals when we are uniting together, we got to remain who we are. Uniting will make us stronger, but uniting while championing each other’s unique-ness will maximize our strength. This is where the slogan “Unity & Individuality” for the Zargara “COLORS” campaign came from.