This was a group project at SCAD in partnership with Gray Advertising. We were tasked to create a line of fragrances inspired by three artists. The final deliverables included: strategy and company analysis, 3 fragrance bottles, merchandise, PR kit, experiential, OOH advertising, social media activation, and product launch planning.
Art Direction, Digital Media Production, Illustration
SCAD / Hard Rock
Create a fragrance line for Hard Rock. Create an integrated brand image for Hard Rock to amplify the brand. The primary target audience for this campaign ranges between 20-30yrs.
Since this project was all about how smells and music could be incorporated, the team came up with "Rock Your Senses." Working with the design team we came up with an overall design theme centered around the three artists that we choose for our fragrances.
The PR Kit
This PR Kit was designed by me and was made to promote the launch of the fragrance. I made this kit with the idea of having a tin box that would contain all of the merchandise and fragrance samples but also be interactive.
The bottom of the box contains a touch screen that lets the user interact with the bottle design but it would also be a thermal sensor that could tell what fragrance would suit the user best based on body heat.
I also designed the sample bottles of fragrance, branded airpods, a brochure to tell more about Hard Rock, and also gum that's flavor was inspired by the artists.
For the product launch, we decided to make rooms for our guests to experience. Each room was inspired by one of the artists with different sensory elements that were used to immerse the audience. I designed the rooms based on descriptions written by the event team. The room that was focused on was Camilas cool tropical hideaway.
I also created wearable tech that would be your "ticket" to the event. This armband also was interactive and could not only be your drink voucher but would also be a wearable date finder. The bands would project one of the artist designs and you would have to find another person having the same design in the room. After that, the band would monitor your heart rate and either tell you that it's a match or pair you up with another user.
The Full Presentation