Artist of Note: Ancuta Sarca
A Molton Brown fragrance launch that reimagined spring through a cultural collaboration with designer Ancuta Sarca.
Launch Bluebell & Wild Strawberry as part of Molton Brown’s Artists of Note series. The aim was to create a spring campaign that captured optimism and renewal, while reimagining perfumer Véronique Nyberg’s inspiration — walks in nature — through the creative lens of designer Ancuta Sarca.
Challenge
Developed a contemporary fragrance story rooted in contrast, transformation and escape.
Drew on Ancuta’s signature style of repurposing materials to inform set and styling, contrasting softness with strength, groundedness with new life.
Shot in an artist studio setting with natural light, subtle motion, and co-curated props bridging beauty and design.
Built a meditative rhythm into the campaign through delicate transitions, ambient details, and sensorial pacing — echoing the rhythm of walking in nature.
My Role & Approach
Positioned Molton Brown as culturally progressive by linking perfumery with design collaboration.
Extended brand reach by engaging fashion audiences through Ancuta Sarca’s creative world.
Delivered a global campaign across retail, concessions, OOH, social, website, third-party partners and eventing.