Merry Berries & Mimosa
A Molton Brown festive campaign that reimagined Christmas storytelling through handcrafted effects and data-driven creative strategy.
Create a festive campaign world for Molton Brown’s 2022 limited-edition Merry Berries & Mimosa collection. The goal: capture the joy, nostalgia, and surprise of the season while balancing playful storytelling with luxury craft.
Challenge
Directed the campaign from concept through to execution, creating a whimsical visual world inspired by candied berries, sparkling mandarin, and soft mimosa.
Crafted a sensorial look through vibrant colour, layered textures and handcrafted details.
Collaborated with paper artist Samantha Quinn, illustrator Enya Todd and animator Gary Mayes to enrich the creative expression.
Worked with a theatrical engineer to design custom rigging, ensuring all effects — flutters, movements, floating textures — were captured in-camera without CGI.
Analysed engagement data from the previous year’s festive videos, identifying key drop-off points. Applied these learnings to optimise pacing, narrative rhythm and asset mix — marking the first time Molton Brown integrated performance insights into campaign storytelling.
My Role & Approach
Delivered a global campaign spanning retail, concessions, website, third-party platforms, CRM, social and digital advertising.
Elevated Molton Brown’s festive fragrance storytelling with a playful yet premium approach.
Strengthened ROI by combining handcrafted creative craft with strategic data-led optimisations — increasing engagement rates across festive video content.