The Challenge: Lust for Sun, a fragrance from Juliette Has a Gun, needed a visual world that matched its energy: bold, sun-drenched, unapologetically sensual. The risk with most fragrance campaigns is defaulting to familiar beach or resort imagery that says "summer" without saying anything specific about this fragrance's character.
The Concept: Through trend analysis, my team landed on a Western aesthetic as the visual key: heat, dust, wide open light, and unhurried confidence. The narrative world we built was one so hot it feels like it's on fire, yet the mood isn't discomfort; it's surrender: leaning into the sun rather than escaping it, with an effortless, sun-drunk sensuality
My Role: I served as project manager for the editorial magazine component and led brand research initiatives for the campaign, working alongside my team to shape the overall creative direction.
Reflection: Managing the editorial magazine track taught me how much discipline it takes to keep a concept consistent across an entire format; not just a single hero image, every spread, every styling choice had to still feel like it belonged to the same "world on fire" idea, rather than drifting toward generic summer editorial as the production moved along. That consistency is ultimately what makes a concept-driven brief actually work: the concept has to survive contact with dozens of individual creative decisions, not just look good in the initial pitch.
Skills used: Photoshop, InDesign, Figma
The Brief: Develop a fresh creative concept that prioritizes creative decisions, photography, styling, and visual aesthetics, rather than simply creating a mood board afterward. The concept should lead the way, with all other elements aligning to support it.
Juliette Has a Gun-Mock Campaign
