Glossier You Fleur 360 

Fleur celebrated the launch of the 4th addition to the growing Glossier You fragrance collection. The launch comprised of a 360, international campaign spanning experiential, OOH, digital activations and, an extensive social rollout. 

Roles: Creative Director, art

Campaign Mood

We juxtapose the tangible structure of the city with the ethereality of a daydream. Flowers crop up everywhere; cracks in sidewalks, construction tarp, subway escalators, or the middle of the road — a metaphor for NYC’s ability to host both worlds.

Fleur 
Top: Mineral Salt Accord Heart: Sheer Osmanthus, Ylang Ylang, Apricot Skin, Cashmeran Base: Ambrox

Inspired by the harmony of a dewy Spring garden, Fleur takes its olfactive cues from ethereal blooms grounded by the pulpy richness of the earth. Fleur is delicate and nuanced with a tangible presence. Its complex textures and subtle mineral notes evoke a contrast.

Key Descriptors
Floral, dewy, ethereal, captivating
Impression
Grounded Daydream

Campaign Concept

Here, Fleur is a character who sees the city in bloom. Where she goes, she reveals moments of subversive beauty. Fast-paced real life meets wonder, playing on the unexpected to echo the mineral/saline twist that saves Fleur from being just another floral. 

Campaign Stills

Campaign Film

Two talent, each representing Fleur, show us how they see their city. Flowers crop up everywhere; cracks in sidewalks, construction tarp, subway escalators, or the middle of the road — a metaphor for NYC’s ability to host both the hard and soft.

The film contrasts the tangible structure of the city with the ethereality of a daydream. It’s effervescent and unexpected, inviting play through the eyes of our talent.
Sound design and custom track compostion were reflective of the nostalgic lightness of being communicated through the film.