This speculative campaign for Byredo's Mojave Ghost draws inspiration from the Mohavea flower and the Mojave Desert. With my co-director Joyce Kim, we aimed to pay homage to the scent's feminine, delicate, and ghostly qualities.
Building on Byredo's established visual identity, I conducted in-depth research to fully understand the brand's ethos. While flowers often symbolize delicacy and femininity— qualities we wanted these shoot to embody— the Mohavea uniquely blooms through cracks in dry, harsh surfaces. I sought to capture this almost grotesque texture by creating high-contrast, nearly black tree branches that appear to extend directly from the perfume bottle, symbolizing resilience and beauty emerging from adversity.
We collaborated closely with florist Cole Slater to ethically source magnolia branches and other florals that embodied the delicate yet ghostly spirit we envisioned for the campaign.
Target Audience & Campaign Goal:
Inspired by Byredo's narrative-driven marketing approach, I wanted to speak directly to their existing, loyal consumer base-- design-conscious, culturally engaged individuals who treat fragrance as an extension of their personal style. These are consumers who follow Byredo not only for the products, but for the visual worlds they create. The goal was to deepen emotional resonance by preserving the brand's refined elegance while infusing a grittier edge to reflect the grotesque beauty of the Mohavea and Mojave Desert.
Inspired by Byredo's narrative-driven marketing approach, I wanted to speak directly to their existing, loyal consumer base-- design-conscious, culturally engaged individuals who treat fragrance as an extension of their personal style. These are consumers who follow Byredo not only for the products, but for the visual worlds they create. The goal was to deepen emotional resonance by preserving the brand's refined elegance while infusing a grittier edge to reflect the grotesque beauty of the Mohavea and Mojave Desert.
Process & Creative Approach:
My process began with thorough research into Byredo's brand identity and visual language (via socials, website, and Byredo Magazine) to ensure alignment with their signature style. I conceptualized the campaign to balance fragility with rawness, highlighting the tension between delicate florals and rugged desert textures. By integrating florals sourced with Cole, we grounded the visuals in storytelling. The resulting imagery aimed to evoke both elegance and the haunting essence of Mojave Ghost.
My process began with thorough research into Byredo's brand identity and visual language (via socials, website, and Byredo Magazine) to ensure alignment with their signature style. I conceptualized the campaign to balance fragility with rawness, highlighting the tension between delicate florals and rugged desert textures. By integrating florals sourced with Cole, we grounded the visuals in storytelling. The resulting imagery aimed to evoke both elegance and the haunting essence of Mojave Ghost.
Company: Speculative Campaign, Byredo
Role: Art Director
Skills: Art Direction, Brand Research, Storytelling, Creative Collaboration
Deliverables: Moodboards, Concept Development, Visual Assets
Role: Art Director
Skills: Art Direction, Brand Research, Storytelling, Creative Collaboration
Deliverables: Moodboards, Concept Development, Visual Assets
