Zola: A Million Wedding Moments

Messaging Strategy, Copy Direction

Zola had the opportunity to advertise during the Tokyo 2020 Summer Olympics. The international event, which had been postponed to 2021, signaled a return to life’s pleasures that we took for granted before the COVID-19 pandemic. Beyond visiting our favorite restaurants or heading to the movies, we were also robbed of joyful moments that only happen during special events like the Olympics — lighting of the torch, the procession of the nations, cheering on a record-smashing finish. Same goes for weddings: Consider the mother of the bride buttoning her daughter’s dress; kids in “itchy” clothes placing pedals on the ground; the moment when the couple locks eyes at the aisle; guests excitedly waiting to toss confetti; the groom’s grandmother hitting the dance floor with the bride’s college roommate.

In addition to bringing us together physically, these moments inspire a spirit of unity, which every person desired at the time. Thankfully, group events were making their way back. And when it came to weddings, Zola was ready to make every one of them happen.

I put together the messaging strategy for this TV campaign, with Sabrina Karlin and Lauren Davis crafting the script. Directed by Emily Ellison and art directed by Kelly Lipovich, the resulting ad takes viewers by the hand into every moment of a couple’s special day, capturing the anticipation of celebrating weddings in person for couples and guests.

It was a joyful production for the Zola team, too, bringing many of these hardworking folks together in front of the camera, including the bride (who’s seen with her real-life husband) and several guests. That’s a little secret ingredient that simply cannot be replicated.

The brand awareness-oriented ad was complemented by a product narrative spot that more directly educated viewers on how Zola works. The same couple appeared in both to drive a cohesive story.