Creating beautiful contradictions.

We assisted Jo Malone in capturing the unique contrasts that define London after dusk. The mood of the city during these late hours is confident, brooding, and intense—a perfect representation of the urban, yet sophisticated identity Jo Malone was looking to convey. Against this evocative backdrop, the introduction of their new brand ambassador, Tom Hardy, felt seamless, further amplifying the campaign’s boldness and depth.

The brief we received from Jo Malone was minimal, but that provided us with the creative freedom to explore diverse concepts and experiment with different visual styles. We drew inspiration from both the atmospheric qualities of London at night and the iconic work of director Wong Kar-wai, whose visual storytelling is renowned for its use of color, light, and emotional depth. This provided us with a rich foundation to build upon. Our process involved testing various lighting setups, scene compositions, and product appearances. To break away from traditional perfume advertising, we pushed boundaries by using unconventional techniques like light flares, vibrant neon tones, and dramatic camera angles that defied expectations.

One of the core challenges we faced was ensuring that the green lacquer of the Jo Malone bottle remained visible within the dark, moody scenes that defined the campaign. The subtlety of the green on the bottle made this a delicate task. By employing detail-oriented lighting techniques and meticulously adjusting each shot, we were able to emphasize the color and intricate engraving of the bottle without disrupting the overall ambiance. The result was a harmonious blend where the bottle stood out, but not in a way that compromised the gritty, urban aesthetic.

In addition to the static images, we also focused on producing a series of motion pieces to complement and enhance the overall campaign. The brief included the creation of motion loops specifically designed for use in paid advertising on platforms like TikTok and Instagram. These short, looping animations were crafted to align perfectly with the high-end, edgy tone of the campaign, ensuring they integrated seamlessly with the other assets. Each loop was designed to captivate the audience while maintaining the balance between the gritty and refined qualities of the campaign.

Beyond these loops, we developed two longer motion pieces that took a closer look at the bottle, highlighting its detailing and design. These pieces experimented with dynamic lens effects, motion blur, and lighting flares, further contributing to the rich visual texture of the campaign. Each element was carefully chosen to reinforce the urban, contemporary vibe that Jo Malone wanted to achieve while still maintaining the timeless elegance for which the brand is known.

Ultimately, the campaign was a testament to the beauty found in contradiction. The blending of London’s raw, nighttime energy with the sophistication and refinement of Jo Malone created something truly unique. It’s a campaign that challenges conventions, embraces the unexpected, and delivers a visual narrative that lingers, much like the perfect fragrance.