Artist of Note: Karimah Hassan
A Molton Brown campaign that reimagined Mesmerising Oudh Accord & Gold through expressive artistry to engage younger, culturally attuned audiences.
Reimagine Mesmerising Oudh Accord & Gold - one of Molton Brown’s most iconic fragrances - through the Artists of Note platform. The campaign needed to celebrate the fragrance’s rich heritage while engaging younger, culturally attuned audiences by aligning with a contemporary artist whose work resonates with identity, community, and storytelling.
Challenge
Assisted directing the campaign creative, blending fine art with fragrance heritage.
Partnered closely with Karimah Hassan to translate her expressive painting style - bold brushstrokes, gilded details, and layered colour - into a luxury fragrance world.
Integrated the artist’s personal process and tools into campaign sets, giving the visuals a sense of intimacy and authenticity.
Designed a studio environment aesthetic that felt immersive, cultural and modern, while still rooted in Molton Brown’s premium codes.
Applied an art-led visual language across photography, film and social, ensuring the campaign moved fluidly across channels.
Anchored storytelling in the act of creation itself - framing the fragrance as a living cultural icon.
My Role & Approach
Repositioned Mesmerising Oudh Accord & Gold as not only a heritage fragrance, but a cultural statement piece for a new generation of luxury consumers.
Strengthened Artists of Note as a Molton Brown platform for bridging fragrance with contemporary artistry.
Delivered a global rollout across retail, concessions, OOH, social, website, third-party partners and eventing broadening reach and resonance with both loyal and new audiences.