Artist of Note: Karimah Hassan

CLIENT

Molton Brown

A culture-led fragrance campaign pairing contemporary artistry with scent to reframe Mesmerising Oudh Accord & Gold for a younger, creatively engaged audience.

WHERE IT WAS FEATURED

Global · Social · E-Commerce · CRM · Third Party Partners · Retail · Concessions · OOH · PR · Eventing

DELIVERABLES

Film · Stills

ROLE

Art Direction, Creative Team & On Shoot Leadership, Content & Social Systems

Mesmerising Oudh Accord & Gold fragrance bottle photographed for Molton Brown Artist of Note campaign.

Challenge

To reintroduce Mesmerising Oudh Accord & Gold through the Artists of Note platform, balancing fragrance heritage with a contemporary cultural lens for a younger audience.

Artist Karimah Hassan in her studio during Molton Brown Artist of Note campaign shoot.
A woman with dark hair and light skin looking through several colorful brushstrokes, with a neutral background, wearing a white top, gold earrings, and a delicate gold necklace.
Original painting by Karimah Hassan created for Molton Brown Artist of Note campaign.

Creative Approach

  • Worked closely with Karimah Hassan to translate her painting language into the campaign world, including bold brushwork, gilded detailing and layered colour.

  • Brought the artist’s process into the sets by integrating tools, gestures and in-progress cues to create intimacy and authenticity.

  • Designed a studio-led environment that felt immersive, cultural and modern while remaining unmistakably luxury.

  • Built an art-led visual system across stills, film and social so the campaign translated consistently across formats.

Impact

  • Improved engagement versus the previous year and supported a 20% uplift in collection re-support during the campaign window.

  • The campaign was independently benchmark-tested against UK advertising norms and showed strong-to-exceptional engagement, with an above-average “happiness” response across formats.

  • Digital and out-of-home assets performed above UK averages, with artwork-led storytelling and clear brand and product linkage driving the strongest response.

Close-up of paint palette used by Karimah Hassan for Molton Brown Artist of Note campaign.
Paint brushes used by Karimah Hassan during Molton Brown Artist of Note collaboration.
Detail of brushstroke on canvas from Karimah Hassan artwork for Molton Brown campaign.

Campaign Rollout

Social · Ecommerce · CRM ·

OOH · Retail

Outdoor poster in London for Molton Brown Artist of Note campaign featuring Karimah Hassan.
Molton Brown store window featuring Artist of Note campaign artwork and Mesmerising Oudh Accord & Gold.
In-store merchandising for Molton Brown Artist of Note fragrance campaign.
In-store merchandising for Molton Brown Artist of Note fragrance campaign.

PR · Eventing

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