My approach to fragrance storytelling transforms scent, something invisible into a fully sensorial experience. Through a blend of visual direction, ASMR layering, and moody, atmospheric sound design, I aimed to translate the emotion and texture of a fragrance into something you can feel through the screen.

Each video becomes an interpretation of a scent’s personality: the warmth of vanilla shown through slow, golden light; the crispness of citrus echoed in sharp sound cuts; the smoky pull of amber expressed through shadow and movement. Because digital platforms can’t convey scent, my work focuses on evoking it, inviting the viewer to imagine the smell through sound, tone, and visual rhythm.

This concept reimagines the hair-care shopping experience through the lens of modern digital culture, treating shampoo and conditioner like a dating app for your hair. With endless formulas and claims in the category, we wanted to make the process feel fun, personal, and intuitive.

By positioning products as “matches” for specific hair needs, we leaned into swipe culture and the language of compatibility turning product education into playful discovery. The creative direction combined cheeky copy, motion, and UI-inspired visuals to mirror the dopamine rush of finding the one.

At its core, Hair Wash was about simplifying choice in a saturated space and giving the customer a reason to feel emotionally connected and a little bit flirtatious with their perfect hair-care match.

Hair loss and regrowth are deeply emotional journeys ones that can’t be captured through polished studio footage alone. For this campaign, we wanted to strip away the gloss and focus on real, lived experience. We reached out to influencers who were genuinely navigating hair growth and invited them to film themselves in their own spaces, in their own words sharing products that had become part of their routines.

The result was a campaign that felt intimate, raw, and human. The cut leaned into authenticity over perfection: imperfect lighting, trembling voices, and moments of quiet honesty that made the story more powerful. It wasn’t just about selling a serum; it was about connection, hope, and visibility.

While the process was challenging coordinating content remotely, balancing sensitivity, and ensuring brand alignment the final edit became one of Sephora’s most emotionally resonant pieces in the category: a rare campaign that made vulnerability the hero.