New Guard Perfume Collective

Molton Brown introduced a new collection of 27 eau de parfums and eau de toilettes, marking a pivotal moment in establishing the brand as a serious player within the fragrance category. The launch set out not only to showcase the perfumes themselves, but to spotlight the creativity and individuality of the brand’s perfumers — a celebration of craft made by individuals, for individuals.

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Unlike traditional fragrance launches, which often conceal the artistry behind a scent, I placed the perfumers at the forefront. I took the brand’s iconic glass lens — a symbol of curiosity — and turned this into the central metaphor for freedom, self-expression, and the unrestrained creativity given to its perfumers.
 

I developed the creative direction, composing a series of striking portraits and building individual narratives to produce films for each perfumer. The campaign was rolled out across digital, social, and press channels, supported by marketing activations. To further amplify its impact, I designed marketing materials for Molton Brown's first-ever pop-up in Covent Garden, bringing the collection directly to consumers in an immersive and culturally resonant way.