Gucci
Gucci beauty - Bloom Perfume
{Commercial campaign}
CREATIVE DIRECTION
ART DIRECTION
PHOTOGRAPHY
PRODUCTION
Year
2018
Agency
Tanke
Award
Gold Prize at the ‘Grand Prix Stratégies of Luxury Awards’ in Paris, France 2018
For this campaign, I was invited by TANKE to create a visual universe that reimagined the fragrance through a poetic, dreamlike lens inspired by the floral identity of Gucci Bloom. I developed the artistic direction, built the image language, and shaped the entire creative approach for my contribution to the collaborative campaign. My role spanned concept development, casting the visual atmosphere, designing and producing the scenes, and crafting imagery that translated 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.
EXECUTION
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.
CONCEPTION
The early conception phase centered around exploring how to translate the essence of Gucci Bloom into a visual story that felt intimate and emotive. I developed moodboards and visual research around themes of water, softness, and the body intertwined with nature. Some of the reference images shown here were part of this visual research and served as inspiration for the atmosphere and sensorial direction. These references shaped the approach toward fluidity, translucence, and lush florals. This pre-production work guided the aesthetic decisions for color, texture, composition, and the final narrative: a fragrance imagined as a living garden that unfolds across skin, water, and light.
AWARD
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.
