PRETTY BOLD

The objective of this new fragrance 'Jasmine and Sunrose' was to capture millennial and xennial audiences by offering a modern, youthful reinterpretation of one of the most sophisticated and established fragrance families: Chypre.
 

I led the creative direction which was inspired by the Egyptian landscape, specifically the Nile Delta with its fluidity and perfumer Christian Plesch’s love of painting, coming up with the idea to create a living piece of art that could come to life putting digital first. This concept came to life across campaign visuals in print and digital, delivering visually arresting, scroll-stopping content.
 

The living artwork further inspired activations including limited-edition ribbons, hand-painted fragrance bottles, and interactive press event workshops.