FASM 311 — Final Group Project · Fall 2025
Step into the Garden of You
In collaboration with Sarah Albannai, Shannon Rattray, Azariah Richards.
A concept film and 360° campaign treatment for Orebella, Bella Hadid's clean parfum brand — two scent worlds rendered as two mythical landscapes, with full pre-pro through post-pro planning across a 12-person crew.
- Creative Direction
- Brand Strategy
- Fragrance
The brief
Build a film-led campaign treatment for a real fragrance brand — full pre-production, production, and post-production planning, plus a finished screening. Our group of four picked Orebella, Bella Hadid’s self-titled “first intentional skin parfum,” and built the campaign around its central idea: scent as a portal into another version of yourself.
The brand
Orebella launched April 30, 2024, hit Ulta two weeks later, and positioned itself as a clean, vegan, dermatologist-tested fragrance line. The brand voice is dreamy, ritual-driven, ingredient-led. Visual identity: muted earth tones (#7C8982, #837575, #954D42), metallic gold accents, hazy/grainy camera quality, products always shot near nature. Custom display font for the logo, Copperplate Gothic for secondary type.
The fragrances
We focused on two of Orebella’s parfums:
- Salted Muse — sea salt + pink pepper (top); olive tree accord, fig, lavender (heart); cedarwood, sandalwood, amber (base). Briny, marine, woody. A coastal scent.
- Window2Soul — mint, lemon, geranium (top); jasmine, damask rose (heart); tonka bean (base). Floral, deep, warm. A garden scent.
Each parfum became a world.
The concept
“An Invitation.” Two girls with mysterious matching invitations arrive at a garden party. They’re the only two there. Their main course: two Orebella parfums.
“Another World.” When the fragrances are sprayed, the girls are transported into separate mythical landscapes that mirror the scent. One into the sandy forest of Salted Muse. One into the green fields of Window2Soul. They each frolic in their respective wonderlands, feeling entirely at peace, entirely themselves.
The film tagline: “Step into the Garden of You.”
Production
A nine-week production timeline broken into four phases: planning, pre-production, production, and post-production. Four scenes shot across three locations in Savannah — the Garden Party at 303 E. 37th St., Window2Soul at Mother Matilda Beasley Park, Salted Muse at Skidaway Island State Park, plus a cafe exterior.
The crew was twelve people: two directors of photography, three camera operators, an editor, a sound designer, two models, plus the four of us as creative leads. My role across the project leaned into the brand strategy and marketing translation of the film concept — making sure the story, the scent breakdowns, and the consumer touchpoints lined up.
Consumer research
The target audience is 20s–30s, aspirational luxury spenders, curious and expressive, using fragrance as a mood-shifter and identity marker. They’re drawn to cinematic brands, niche storytelling, and the rise of fragrance content on TikTok. We mapped Orebella against Replica (Maison Margiela), Cloud (Ariana Grande), and You (Glossier) — the three reference points for what storytelling-led fragrance looks like.
Gallery
Selected pages
