"Everyday is a Special Day" - textales launch campaign

I am happy to share with you a piece of my latest work – the textales launch campaign.

textales, a new-generation second-hand retailer, opened its first store in June. The campaign is running now, strategically coinciding with the end of the holidays and aiming to reach a large number of people returning to Sofia.

The campaign kicked off on September 1st and is planned to run for a month, with a peak in advertising during the week of September 15th. A key moment in the video is precisely the first day of school, when one of our main characters makes his first-year entry—an important moment for him and his parents. As textales offers a strong selection of kids' clothes, it made perfect sense to highlight the product range through an emotional story.

The challenge with every launch campaign—and especially with any new brand—is finding the right message and tone of voice. It's important to define the brand’s core values, identify key points of differentiation, and find smart ways to connect with people.

In Bulgaria, there are four main types of second-hand stores:

• Those with a strong vintage selection, popular with hipsters and considered cool;
• Small shops with a carefully curated, themed assortment targeting niche groups;
• "Brand" sellers that perform well online, appealing to internet-savvy shoppers;
• Shops that appear and smell unappealing, lacking any particular style but offering unbeatable, affordable prices.

Some retailers position themselves as posh, embracing a provocative fashionista expression, while others lean more into a hippie aesthetic, with a “peace and love” hype that might create more opposition than appreciation in the Bulgarian mindset. Globally, unfortunately, massive players go for impersonal communication.

With textales, we wanted to break that mold by staying close to the people—warm, friendly, and fun. At the end of the day, regardless of social status or shopping motivation—whether it's trend, style, price, or conscious consumption—we are all human, and we all need clothes for our special moments. What this campaign aims to show is that every day is special. Everyone is on their own journey, writing their story, and every piece of clothing is unique to the moment we are living in.

The campaign’s color palette is bright and warm, reflecting the brand’s visual identity and bringing the beauty of daily adventures to the screen. The natural tones used in textales' store interior and the campaign evoke a feeling of proximity and provide the positive boost we all need sometimes in our everyday life.

The campaign concept was imagined and directed by Chris Zahariev, of course, not a random choice. As a young creative leader with strong human values and a down-to-earth attitude despite his popularity, his work adds credibility to the simplicity we aim to convey.

A huge thanks to his team— RAZKAZ Studio —who showed incredible professionalism on the shooting day. And yes, you read that correctly: 1 day, 7 locations, 5 talents, and 20 professionals—including a hair and makeup artist, wardrobe stylist, set decorator, script supervisor, sound and lighting crew, image and motion experts—on set. It was a huge logistical effort and a race against the clock to finish before sunset. Not to mention the extreme weather conditions—shooting an autumn campaign in the middle of a summer heatwave is far from ideal!

I’ve shot a significant number of campaigns throughout my humble career, but this was my first time working with mainly Gen Z team. I was absolutely energized after our "speed-working session" and inspired by their commitment throughout the process. Despite the common opinion that Bulgarian youth is “broken and lazy,” I truly believe we have some of the most talented young people here!

Thanks for watching and i hope you have enjoyed.

P.S If Bulgarian readers ended up with a smile, the mission of the voice-over has been successfully completed!

#textales #launchcampaign #secondhandfashion #sustainability #genZ #Bulgaria