The ingredients are the story.
Vanilla, pink peppercorn, oak and resin. A fragrance campaign that sells the smell rather than the face holding the bottle.
Independent concept. Self-initiated work, not commissioned by, affiliated with or endorsed by Loewe.
Fragrance is the one category that cannot show you the product.
So most of it defaults to a face.
A bottle photographs as a piece of glass. The thing being sold is invisible, which is why the category leans so heavily on celebrity: if you cannot show the scent, show someone wearing it and hope the association does the work.
The alternative is to photograph what it is made of. Vanilla, resin, pink peppercorn and oak are all things an audience already has a sense memory of, so the picture does the smelling for them.
Shot like food.
Glass, oak, skin.
Warm, close, unposed.
Whether a scent can be sold on its materials.
Take the celebrity out and the campaign has to earn attention on craft: how resin moves, how oak takes a rake light, how close you can get to a peppercorn before it stops being an ingredient and starts being a landscape.
It is also the cheapest test in the category. Everything here is a tabletop, which means a house can see the direction before committing to a face, a location or a fee.
Self-initiated concept work. Not commissioned by, affiliated with or endorsed by Loewe.
