Memory in a fragrance
BRIEF: Select an existing product line and reimagine its presence through a campaign, innovating across physical and digital touchpoints including OOH, social media, social video, experiential activations, and print advertising.
Replica Maison Margiela
CAMPAIGN OVERVIEW: This project reimagines how Maison Margiela reveals the complexity of its fragrances, using a multi-sensory campaign that sparks curiosity and invites a digitally fluent audience to experience scent beyond smell alone.
ROLE: ART DIRECTOR - STRATEGIST GRAPHIC DESIGNER
COURSE: BRAND INNOVATION FROM PHYSICAL TO VIRTUAL & CAREER STRATEGIES FOR ADVERTISING
ADOBE ILLUSTRATOR, ADOBE INDESIGN, CAPCUT, ADOBE PHOTOSHOP, FIGMA
SENSE OF SMELL: SCRATCH & SMELL DIRECT MAILERS
SENSE OF SIGHT: OOH & PINTEREST ADS
Primary Target Audience
Gen Z through Millennials — Ages 20 - 35
Urban professionals with high disposable income.
Digitally engaged, value exclusivity, appreciate quiet luxury, and are fragrance enthusiasts.
Replica Maison Margiela offers more than just a fragrance, it is an opportunity to re-live a memory.
SENSE OF HEARING: SOUND-DRIVEN SOCIAL VIDEOS
find the fragrance that matches your memory
AI Image Recognition pairs your Instagram Story to a Maison Margiela Replica perfume scent for a limited amount of time.
If AI determines right fit, it will be displayed in
the corner of a story, serving as a clickable link to the website.
Product Line Extension
Seaport
Fall 2026 Limited Edition Scent
September - November
SENSE OF TOUCH: EXPERIENTIAL WINDOW POP-UP
For the Seaport launch, minimal OOH, wheatpaste, and guerrilla placements will appear across Boston and neighboring cities.
Each piece carries only a few words and a set of coordinates, leading to a buchetta del vino–inspired window where limited-edition perfume bottles are sold.
