How do you create a fragrance brand that is relevant for younger consumers?
Our agency partnered with the Old Spice marketing team at P&G to create a mass-tige fragrance to improve its relevance to a younger consumer. I was tasked to lead the creative development and art direct all aspects of the media campaign. I collaborated with our industrial design team to create all the primary and secondary packaging elements.
Role: Creative Director, Art Director
Advertising, Print Collateral, Packaging
Photographer: Carter Smith