007 Fragrances were releasing a new premium product to add prestige to the fragrance house.
The Brief
A long idea that will launch the new positioning and capture the essence of James Bond in a premium way.
The Solution
The diagonal facet of the fragrance bottle perfectly denotes the duality of James Bond. Dangerous yet sophisticated. It’s this duality that we amplified. Everything represents an equal measure of danger and sophistication including the imagery shot by Mario Godlewski which is both explosive and premium.
TVC & Print
The TVC is a simple concept of ‘Unbreakable’. We shoot the bottle which explodes and then reverses back to the solid bottle again. Directed by Greg Williams and set to the 007 OST remixed by Jeff Pfeifer, this simple execution was hugely powerful underlining the ‘Dangerously Sophisticated’ creative idea. The Print Campaign was a shot in the same way to get very disruptive results within the category as well as instore and ATL.
Digital
We proposed a series of ‘How to’ films on etiquette, dressing, prep and style. i.e 'How to mix a Martini' or 'How to tie a bow tie'. This was viewed through the ‘Sophisticated’ filter but there was also a ‘Dangerous’ filter. Here you could watch Bond kill a man with the same bow tie. Or show you how to poison a Martini instead of mixing one. You could flick from one mode to the other at any time to trigger the action.
The Credits
Director X Greg Williams. Photography X Mario Godlewski. Design X Veronika Safrankova.
My role x Creative Director
Key skills x Original Concept / Art Direction / Visualisation / Copy Writing / Design