How do you modernize a 40 yr old fragrance brand and transform the personal image of a tennis legend?
I was tasked to work with tennis legend, Andre Agassi to create a fragrance brand within the Aramis portfolio. Aramis Life captures Mr. Agassi away from the courts with a view of something more personal. The fragrance was launched across all major global markets. I directed my in-house team to develop all the graphic materials. I collaborated with Peter Lindbergh to shoot all portraits which I art directed. I developed all concepts that led to the final story boards. Aramis Life changed Mr. Agassi’s image and earned a Cosmetic Executive Women (CEW) award for best men’s fragrance launch.
Role: Creative Director, Art Director
Print & TV Advertising, Package Design, Print Collateral
Portraits: Peter Lindbergh
I directed all elements of the campaign and brought in Peter Lindbergh to shoot Mr. Agassi's portraits as well as direct the TV ad.
I brought in Hirst Pacific to collaborate on the design of the primary fragrance bottles and directed my in-house team to design all secondary and ancillary packaging.
Fragrance Launch Event: New York City
Large City Billboard: Hong Kong
Interior Mall Installation: Malaysia
UK Taxis: London