CREATIVE DIRECTION
LARY ZAK
From an early age, I recognized my strength as a visual thinker, drawn to storytelling through imagery, emotion, and atmosphere. Over the past several years, I’ve built a career rooted in creative direction, brand strategy, and content, shaping not just campaigns but entire worlds that people want to step into and be a part of. My work lives at the intersection of visual storytelling and human connection, with a strong focus on building communities that feel engaged, seen, and inspired.
I bring a thoughtful, human touch to everything I create, ensuring that each piece of content feels intentional, relatable, and emotionally resonant. I’ve led and executed brand and content initiatives across roles including Director of Brand and Content Strategy at Shop Zero, Head of Content at OneOff, Social Art Director at Cider, and Marketing Manager at School of Style. I’ve also collaborated with brands such as Jeni’s Ice Cream, Poosh, Springy Jeans, UNDN, Tony’s Chocolonely, and Tru Fru.
My approach goes beyond creating visuals. I focus on shaping narratives, building brand ecosystems, and fostering communities that connect with people on a deeper level while pushing creative boundaries forward.
Ghosted Garments
For Lonely Ghost’s Ghosted Garments vintage line, I conceptualized a campaign that highlights individuality and connection through style. The shoot featured a group of people styled head-to-toe in Ghosted Garments, each showcasing their unique way of expressing themselves. The narrative unfolded as the group shared a secret in a room, mimicking the game of telephone.
This visual metaphor emphasized the brand’s core themes of connection, nostalgia, and the timeless nature of vintage clothing. Just like in the game of telephone, the campaign illustrated how individual interpretations can shift and shape a shared story, tying back to how vintage pieces carry the stories of their past while being reimagined by new wearers.
VIBE PROVIDER
For Lonely Ghost’s “Vibe Provider” campaign, I created a concept that highlights the power of good energy and how it can transform even the simplest moments. The campaign focused on everyday scenarios—being alone in an apartment, walking through the rain, delivering pizza, or finishing a late-night shift—and showed how these moments could be filled with intention and positivity when approached with the right mindset.
Through these authentic and relatable scenes, the campaign captured the essence of being a ‘vibe provider’—someone who uplifts every space they enter, no matter the situation. By focusing on individuality and the beauty of life’s quieter moments, the campaign resonated deeply with Lonely Ghost’s audience, reinforcing the brand’s message of spreading positivity and fostering connection.
The visuals and storytelling invited viewers to see themselves in the campaign, emphasizing that being a vibe provider isn’t about big gestures—it’s about how you show up in the world and bring your unique energy to those around you.
POTASsIUM DYE COLLECTION
THIS CAMPAIGN IS ONE OF MY MOST PROUD MOMENTS OF A CREATIVE VISION COMING TO LIFE. I LOVE OPPORTUNITIES TO BRING COMMUNITY INTO BRAND NARRATIVES, ESPECIALLY WITH A COMMUNITY AS ACTIVE AS LONELY GHOST’S. FOR OUR LARGEST PROJECT YET, I OVERSAW A COMMUNITY-DRIVEN CAMPAIGN THAT FEATURED +80 MODELS. I MANAGED ALL COMMUNICATIONS AND CREATIVE IDEATION, AS WELL AS WORKED CLOSELY WITH OUR SPECIAL PROJECTS MANAGER FOR ALL OPERATIONS AND LOGISTICS. THAT OUTCOME WAS EVERYTHING I DREAMED OF.
PRE-FALL
UNDN NAIL POLISH
CONNECT COLLECTION
VIDEO
VIBE PROVIDER
CONNECT
DAILYS
ASK ME WHY IM LONELY
other work
