The 007 fragrance house now consists equally of male and female fragrances. we need to have a coherent look and feel, tone of voice and brand attitude across the brand portfolio. We need a clear communication idea that will flex across male and female comms and also allow us to retain individual personalities for each product.
We created a communication platform for the brand to allow them to communicate the same clear message in many different ways.
We called it More than meets the eye.
The insight and truth to this is that you use fragrances to make you appear more exciting or mysterious, you want to intrigue people. Your individual choice makes you interesting. By wearing fragrances you want people to believe there is more to you than meets the eye.
In the deceptive world of 007, nothing is as it seems.
This is also true of each of the fragrances. They are all made up of unexpected ingredients of surprisingly high quality. We wanted to tell this story.
To make a solid case for the credibility and authenticity of the fragrances and to tell the story of the ingredients, we wanted to create 007 title sequences to talk metaphorically about the seductive, dangerous and sophisticated facets of each fragrance and to hero the top, heart and base notes of each scent.
We collaborated with Danny Kleinman, director of all the recent 007 film title sequences to create our sequences along with his visual effects partner William Bartlett. The work was then cut down in to digital content pieces for key consumption periods and also a TVC.
More than meets the eye became a benchmark by which the client evaluated all creative work ensuring that every piece of communication had something else, something special about it. It also gave them the power to contribute and create social posts themselves.
Overall Creative Consultation X Daniel Kleinman. Visual creation / effects x William Bartlett @ Framestore.
My role x Creative Director / Art Director
key skills x Concepts / Art Direction / Design / Storyboards / Script writing