An independent Spring 2027 concept for Ffern, exploring how scent can preserve the memory of a place.
Art Direction
AI Content
How Do You Make Scent Visible?
Clementine, galbanum, bran and rose became the starting point for an ingredient-led visual direction, translating each note into a distinct image while remaining close to Ffern’s established visual language.
Natural textures, restrained colour and botanical compositions connect the ingredients back to the seasonal world of the brand, with AI used to previsualise the direction before potential production.
Still Lifes from the Rural Hotel
We developed a still life direction around the imagined Ffern Rural Hotel, using the real perfume bottle as the starting point.
Each composition brings together objects from the hotel and ingredients from the fragrance, placing the product naturally within the world of the story. AI was used to previsualise the scenes and explore how the campaign could take shape through photography.
A Scent Discovered Away
For the film at the heart of the imagined campaign, we followed a couple leaving the city for a few quiet days at a rural hotel. A bottle waiting in their room becomes their first encounter with the new fragrance.
As the scent accompanies walks, interiors and shared moments, it draws them closer to the landscape, to each other and to the feeling of being elsewhere. Once home, the fragrance becomes a way back to that place, showing how scent can preserve a memory long after a journey ends.
We translated the narrative into a film concept, treatment and storyboard, developing its visual language through scene direction, lighting, framing and product storytelling. A story we would love to take beyond the storyboard.
Concept and creative direction developed by Curated, with AI used as a previsualisation tool to explore the campaign world before production.
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