SPRING FORWARD

The campaign for a new fragrance release Bluebell & Wild Strawberry was born from a perfumer’s deep love of walking in springtime, capturing the optimism and renewal that the season brings. 

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To reimagine how this story could live beyond fragrance, my idea was to partner with a shoe designer. Collaborating with Ancuta Sarca, I commissioned her to create a pair of shoes inspired by the fragrance’s character. The design became a symbolic extension of the scent, translating its notes and emotions into a striking cultural object.

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Through this collaboration, the campaign reached beyond traditional fragrance marketing, sparking conversations across fashion, design, and lifestyle. Introducing the brand to new audiences, expanding awareness in markets where it was less established, and positioning Bluebell & Wild Strawberry not just as a fragrance, but as a cultural expression of springtime optimism.

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I designed the campaign with playful, upbeat details and a sense of movement, from rolling products and cheeky, bitten strawberries to a giant spring and a slinky. These details cascaded through the funnel into social channels. All of this was paired with the play on words “Spring Forward”, capturing the fragrance’s energy and youthfulness.