CREATIVE DIRECTION
LARY ZAK
From an early age, I recognized my strength as a visual learner. After three and a half years of college, I made the bold decision to leave and channel my passion for visuals into a purposeful career. Over the past three years, I’ve had the opportunity to create and execute compelling brand campaigns, weaving stories through video and photography. My focus is on crafting content that is both relatable and innovative.
I’ve worked full-time with Lonely Ghost and collaborated with notable brands such as Jeni’s Ice Cream, Poosh by Kourtney Kardashian, Springy Jeans, UNDN by Machine Gun Kelly, Tony’s Chocolonely, and TruFru. My work reflects a dedication to creative storytelling that resonates on a personal level while pushing boundaries.
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.
