Gucci
Gucci beauty - Bloom Perfume
{Product Launch campaign}
ART DIRECTION
PHOTOGRAPHY
PRODUCTION
POST-PRODUCTION
COLOR-GRADING
Gold Prize at the ‘Grand Prix Stratégies of Luxury Awards’ in Paris, France 2018
For this campaign, TANKE invited the creation of a visual universe reinterpreting the fragrance through a poetic, dreamlike lens inspired by the floral identity of Gucci Bloom. The artistic direction defined the image language and shaped the creative framework within the collaborative campaign.
The role encompassed concept development, casting, visual atmosphere, scene design, and production, translating the fragrance’s spirit into a cinematic, sensorial world. The campaign went on to receive the Gold Prize at the Grand Prix Stratégies du Luxe in Paris.
The execution focused on creating immersive floral tableaux built entirely by hand. I designed and produced each set using fresh flowers, water, glass structures, and layered reflections to create a suspended, dreamlike environment. The bottle was photographed floating, submerged, or surrounded by botanical elements to evoke the idea of a fragrance living in its own secret garden. Every image was crafted with natural lighting, subtle refractions, and in-camera effects to preserve a tactile, organic feel. The result was a series of photographs that merged softness, sensuality, and fantasy while staying aligned with Gucci Beauty’s romantic visual codes.
The early conception phase explored how to translate the essence of Gucci Bloom into an intimate, emotive visual narrative. Moodboards and visual research focused on water, softness, and the body intertwined with nature. Select reference imagery informed the atmosphere and sensorial direction, shaping an approach centered on fluidity, translucence, and lush florals.
This pre-production process guided decisions around color, texture, and composition, culminating in a narrative vision of the fragrance as a living garden unfolding across skin, water, and light.
The project received the Gold Prize at the Grand Prix Stratégies du Luxe, one of France’s leading recognitions for excellence in luxury communication. The award celebrated the campaign’s ability to reinvent fragrance storytelling on social media and acknowledged the creative force behind each contributor’s visual universe.
Credits
Production Company: Kaptive Agency
Talents: Anais Weill