Now. Salt Hour
The brief
A concept launch campaign for now., an eau de parfum defined by its raw pumice stone cap and the seashells resting inside the glass. The challenge was to build a complete editorial campaign that felt as considered as the bottle itself, with no location shoot, no model casting and no production budget.
The direction
The campaign lives in a single hour: late sun by the sea, when the light turns gold and everything slows down. Bare skin, white linen and sun-warmed stone let the fragrance read as a feeling rather than a product. The bottle set the palette for the whole campaign: pumice, sand, shell and salt.
The work
A six-image campaign created from a single product photograph:
The Profile: the hero portrait
The Ritual: the first spray
The Terrace: stillness by the sea
The Stone: the product in its element
The Object: the studio still life
Services
Creative direction · AI campaign production · Art direction · Post-production
- Published
September 24, 2026
