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Paris Mendones
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FASM 210 — Project 2 · Fall 2024

A Stroll Down Memory Lane

In collaboration with Leoj Chin (Photographer), Grace Bringham (Model).

An editorial fragrance campaign built around scent as memory — concept statement, mood boards, full production package, and a final print campaign shot on location with a three-person creative team.

  • Creative Direction
  • Styling
  • Campaign
Final campaign — golden-hour motion, REPLICA bottle in hand, the Maison Margiela REPLICA lockup set against blurred passing cars
On-set — model in white linen spraying the REPLICA bottle, late-afternoon outdoor light
Magazine spread mockup — REPLICA Maison Margiela cover paired with the swing-set portrait
Out-of-home mockup — REPLICA street ad with the tulip portrait, sited on a sunlit promenade

The brief

Direct and produce a print campaign from concept through finished advertisement. I led as Creative Director, Stylist, and Makeup Artist, working with Leoj Chin on photography and Grace Bringham as the model.

The concept

“A stroll down memory lane.” The campaign’s anchor idea: every scent instantly evokes images, impressions, and positive emotions that echo the collective unconscious as well as our own personal history. The fragrance world rewards storytelling, nostalgia, luxurious quietness, and a genderless point of view — those four were the brief I gave myself before any imagery was made.

Trend research

I worked off three current threads in fragrance: fantasy-inspired scents, seasonal releases, and nature-inspired aromas. The concept lives where those three overlap — a nostalgic, sensory, slightly dreamlike memory.

Mood boards

Five mood boards, one each for posing, makeup, hair, styling, and photo aesthetic — plus props and location. Every mood board had to read the same way: warm, soft, deliberate, gently unguarded.

Production

The shoot was Wednesday, October 2nd, 3PM–7PM at 10 Whitaker St., Savannah. Hair and makeup 1:00–2:00, set 2:00–2:30, headshots 2:35–3:00, shoot 3:00–7:00. The call sheet, storyboard, and shot list are in the deliverables.

The final campaign

The final flat advertisement leads with a single editorial portrait and the campaign tagline: “What’s your favorite memory?” Mockups extend the campaign into print placement and digital surfaces.

Next project

Red London phone booth wrapped as a rhode activation — the brand's first IRL UK touchpoint

rhode UK Expansion

A market entry strategy for bringing rhode into the UK — anchored on a Sephora UK retail partnership and a four-city community pop-up series that translates the brand's digital intimacy into IRL touchpoints.