Challenge: 

Commodity, a cult-classic fragrance brand, was in need of a new campaign to introduce their renowned product, Scent Space. 

At the time, the brand typically referred to their web-based docuseries to explain Scent Space, but struggled to demonstrate how it works in short format, specifically to grab the attention of newcomers. 

Solution: 

Kworq developed a multi-level ad campaign that effectively defines Scent Space and how it interacts with Commodity's fragrances, accompanied by captivating visuals that grab attention. 

I took on the Art Direction for the campaign, leading Kworq’s designers, animators and copywriters in creating various content for all areas of the top-to-bottom ad funnel.

The first challenge at hand was to explain Scent Space in a short, efficient way. That required showcasing both of its components: the science, and how it works with each fragrance.

The top of funnel aimed for education and brand awareness. Each set of prospecting ads took the user on a journey through Scent Space, teaching them how to discover their own intensity.

The bottom of the funnel targeted both new and returning customers, which required multiple audience scenarios to increase the ROAS: press/editorial-focused, brand education, abandon cart, and past purchasers.

PRESS/EDITORIAL-FOCUSED: