FRAGRANCE BRANDING + 360º CREATIVE EXECUTION: CONCEPT, CREATIVE CONTENT, AND ART DIRECTION OF NEW AND RELAUNCHED FRAGRANCES. Whether launching a new fragrance or redesigning/relaunching an old one, visually evoking the spirit of a scent is always a wonderful challenge.

SO VERY SOFIA BY SOFIA VERGARA: Getting Sofia Vergara to do a fragrance with Avon was a BIG deal, involving many moving parts and a blitz of activation. The scent, name and bottle shape were created by her with Maesa—Sofia wanted this fragrance to capture the side of her that was bold, powerful, but still playful. We came up with packaging, the tag line and a creative execution that expressed her “over-the-top, feminine and bold” personality.

Working with legendary photographer Walter Chin, we built giant letters and a 16’ ladder for Sofia to “play” with. We live posted from the shoot on all social media, made a launch video, a message from Sofia directly to our reps AND a contest announcement, all in English and Spanish, all in our “allotted” time. The fragrance launched in the US and South America, with a personal appearance by Sofia in South America and was a huge hit, gave us a ton of press and earned impressions. It also brought our social media reach to 17MM.

HAIKU REDESIGN/RELAUNCH: Relaunch of the iconic Haiku collection included a redesign of the bottle deco, packaging, new ad campaign and all imagery. Shot by DAVID SLIPJER.

PRIMA FRAGRANCE: featuring ABT Prima Ballerina COURTNEY LAVINE. The 360º campaign featured print, a number of videos, an interview on the Avon blog, along with social media presence on both Courtney’s and our social media channels. And, because Prima wasn’t available in stores, we created a mood/scent profile board for Reps and consumers. Shot by ALEXI LUBOMIRSKI.

LITTLE BLACK DRESS: The launch of Little Black Dress included print, digital, and an exclusive capsule collection of fashion and accessories inspired by the fragrance. Shot by MAX ABADIAN.