Turning scent into a social story.
A social-first launch campaign helping Adidas Vibes translate three fragrance moods into short-form content for organic, paid and future campaign use.
Services: Campaign Strategy · Shoot Direction · Short-Form Content · Paid Social Assets · Creative Direction
Project snapshot
- Client
- Adidas Vibes
- Sector
- Fragrance / Lifestyle
- Goal
- Awareness
- Services
- Campaign Strategy, Shoot Direction, Short-Form Content, Paid Social Assets, Creative Direction
- Main challenge
- Communicating a fragrance through a screen
- Output type
- Campaign concept, creative directions and reusable video & still assets
The challenge
Fragrance is difficult to communicate online because people cannot smell the product through a screen. The campaign needed to make each scent feel understandable through mood, lifestyle and visual storytelling rather than relying only on product-led content.
The insight
Instead of treating each fragrance as a product, we treated each one as a moment. City energy, post-game recovery and slow Sundays gave the campaign a clearer emotional structure and made the content easier to understand in a social feed.
“People cannot smell a fragrance through a screen, so the campaign had to make the scent feel like a recognisable moment.”
Our approach
Three connected moves that gave the campaign a clear idea, platform-native execution and assets the brand could keep using.
Mood-led strategy
We defined three scent-led creative territories so each fragrance had a clear emotional identity. Treating each scent as a moment, rather than a product, made the campaign easier to understand at a glance.
Vertical-first creative
Every scene was planned for vertical platforms first. Directing around recognisable audience moments kept the content social-native rather than adapted from a traditional ad.
Reusable launch assets
We built the assets to work across organic posts, paid placements and future drops. One shoot produced a flexible library the brand could keep using, not a single set of one-off posts.
What we created
- Defined three scent-led creative moods
- Planned vertical-first short-form content
- Directed lifestyle scenes around recognisable audience moments
- Created reusable campaign assets for paid and organic use
- Built a content structure that could support future drops
How the work connected to the wider system
The assets were not isolated pieces of content. They were built to move people along a clear path — from first attention through to reusable, repeatable launch infrastructure.
- Step 1
Awareness
Short-form campaign content introduced each fragrance mood to a cold social audience.
- Step 2
Consideration
Mood-led storytelling gave people a clearer reason to care, beyond product shots.
- Step 3
Conversion Support
Paid social-ready edits gave the brand assets to test against intent and drive action.
- Step 4
Reuse
A reusable creative framework meant future drops could launch faster, with less repeat production.
Outputs and impact
Outputs delivered
- 1 campaign concept
- 3 scent-led creative directions
- Vertical video assets
- Paid social-ready edits
- Social-first stills
- Reusable creative framework
Metrics & impact
50k+
Views
3
Creative territories
Paid + organic
Asset set delivered
Reusable
Launch framework
Performance shown reflects actual published video results.
What this project shows
A good campaign is not just a collection of nice visuals. It needs a clear idea, a defined audience, platform-native execution and a path for the assets to be used across the wider marketing system.
Related case studies
Want your marketing to work as a clearer system?
If you are planning a campaign, website, content push or lead generation system, we can help you map the shortest believable path from attention to action.