SCENT-INSPIRED LOVE STORIES

Scent is a powerful trigger of emotions and memories. To prove it, we had screenwriters, playwrights and authors smell Estee Lauder’s new fragrance, Beautiful Magnolia, and write diverse love stories inspired by the feelings or memories the scent conjured. The final stories depicted all kinds of love: self-love, familial love, romantic love, etc. Then we had actors - including Ana de Armas - read the stories aloud within the ad breaks of New York Times’ Modern Love podcast, engaging listeners with relevant, sensorial love stories.

Role: concept, client sell-through, creative direction