Westfield sets its sights on Gen Z, with a global campaign by Rosa Paris that zooshes up its cool, inviting this target audience to hang out at “the place to be” to explore, discover and connect.

The hero commercial is a Wes Anderson-style (surreal) montage of experiences (shopping, dining, leisure, and events), with an unequivocally fashion-forward feel. Directed by Adrien Lagier and Roman Bellity (BIG Productions), it combines fantasy, seamless transitions, and a carefully crafted blend of live action, CGI, 3D, and artificial intelligence. The original soundtrack, My Worlds, composed by TONAL (Yanis Hadjar of the duo ELSE, Alexandre Legallicier, and Vincent Goazempis), underscores the film’s positioning Westfield at the heart of current culture.

By placing Gen Z at the heart of the film – a generation that already accounts for 31% of visitors across the brand’s European destinations – Many world, one place roots itself in the habits, aspirations, and cultural codes shaping today’s consumption patterns.

Tristan Ehringer, group marketing director, Unibail-Rodamco-Westfield, stated, “This film embodies our vision: creating unique destinations that bring people together around extraordinary experiences. It reflects our ambition to make Westfield a platform for discovery, inspiration, and connection – where everyone can explore new trends, enjoy memorable moments, and share experiences with the people they love.”

Jean-François Sacco, co-founder of Rosa Paris, added, “We wanted to create an offbeat and fantastical world throughout the film – one that makes you feel the emotion, the wonder, and the modernity of the Westfield experience.”

This international campaign is running across European and the US. The 1:45 minute hero film is supported by multiple cutdowns, ranging from 10 to 45 seconds. The campaign will cover Westfield centres, television, digital, and cinemas, tailored to each market’s specific needs.

Credits:
Client: UNIBAIL RODAMCO WESTFIELD
Group Marketing Director: Tristan Ehringer
Senior Brand Manager: Alexia Bonnel
Brand Manager: Diane de Freyne, Capucine Dubois

Creative Agency: ROSA PARIS
Co-founders: Jean Patrick Chiquiar, Gilles Fichteberg & Jean-François Sacco
Creative Director: Gilles Fichteberg & Jean-François Sacco
Copywriter: Sébastien Mertens
Art director: Sébastien Mertens
Associate Director: Lola Abourmad
Account Director: Marjory Law
Group Account Manager: Manijeh Borner
Account Manager: Sofiann Boutaïb
Strategic Planner: Valentin Lefebvre
Head of TV Production: Elodie Jonquille
Production Assistant: Loucinee Findikian
Motion Designer: Lynn Rammal
Social and Brand Content Director: Julie Gueulet