Case study / AEROPOSTALE
A back-to-school campaign in under 24 hours
In 2025, Aeropostale needed its back-to-school campaign —photography and video— finished in under 24 hours to make the Coppel catalog deadline. ZerezoFilms, a production company in Mexico City, locked location, casting and crew the same day and delivered the catalog stills plus a 30-second spot inside the window. The campaign shipped on schedule.
- Client
- Aeropostale
- Year
- 2025
- Sector
- Fashion and footwear retail
- Service
The challenge
The Coppel catalog deadline does not move. When the brand called us, less than one business day was left to have the material ready: no location booked, no casting set and not a single frame shot. A back-to-school campaign also needs two distinct registers —the product detail that sells the shoe and the lifestyle that gives it context— so shooting fast was not enough: the campaign photography and the advertising spot had to be solved in a single production block.
How we solved it
We ran the three fronts in parallel instead of in sequence. While one team locked open locations across Mexico City —a court with bleachers and a gym floor for the sports block, and a street staircase for the urban one— another built the casting and styling around the sizes and models already confirmed for the catalog. The shoot was planned to produce stills and video in the same day, with one art direction and one palette, so the spot and the photography would read as a single campaign. Post started with the footage as it came off camera, and files were delivered in the formats the catalog required, vertical crops included. Production value was not cut: it is the same seven-step process we apply to a shoot with weeks of prep.
< 24 h
from first call to final delivery
1 day
for location, casting, stills and video
On time
the campaign made the Coppel catalog deadline
What we delivered
- 0130-second advertising spot for the Coppel digital catalog
- 02Lifestyle campaign photography with talent on location in Mexico City
- 03Product detail photography for the catalog listing
- 04Vertical crops ready for catalog and social media
The campaign
Questions about this production
Can a photo and video campaign be produced in 24 hours?
Yes, when production runs in parallel rather than in sequence. For Aeropostale's back-to-school campaign for Coppel, ZerezoFilms locked location, casting and crew the same day and shot both the product block and the lifestyle block in a single session, delivering a 30-second spot as well. The condition is that the brand has product and sizes defined from the start.
How long does a photography and spot campaign usually take?
A typical campaign photography project takes 2 to 4 weeks, and an advertising spot 3 to 6 weeks, counting pre-production, shoot and post. The 24 hours in this case are the exception, not the standard: they happen when the brand can decide on the spot and accepts working with the locations and casting available that day.
What does a brand need to start a rush production?
Three things: the physical product available that same day, one person with authority to approve without escalating, and clarity on final formats (catalog dimensions, spot length, vertical versions). With that settled, the production company can lock location and casting in parallel while art direction is defined.
Does quality drop when you produce against the clock?
It does not have to. This case used the same art direction, the same lighting and the same post as a shoot with weeks of prep. What changes is logistics: you work with open locations instead of stages to be booked, and decisions are made on set rather than in prior meetings.
Does ZerezoFilms produce back-to-school campaigns for retail?
Yes. ZerezoFilms produces seasonal campaigns for fashion and footwear retail from Mexico City, with deliverables ready for catalog, point of sale and digital media. Beyond Aeropostale, it has shot campaigns for Reebok and PUMA, and produces advertising spots for consumer brands across Mexico.
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