Client — Home Fragrance
Baobab Collection
Bloom
The concept
Bloom
A candle is bought for the one thing that cannot be photographed.
Baobab Collection sells mouth-blown glass and a scent. The glass photographs beautifully. The scent does not photograph at all — and it is the reason anyone spends what a Baobab costs. Every home fragrance campaign hits the same wall: a beautiful object on a beautiful surface, and none of what is actually being sold inside the frame.
So each candle was buried in its own notes. No props, no table, no surface — the formula becomes the set. Magnolia, rose and musk for Women. Rum, saffron and labdanum for Gentlemen. Hibiscus, tea and red berries for Brame Artémis. Rosemary, cedar and vetiver for Woods Sherwood. Nothing enters the image that is not already in the scent.
One rule, four worlds. The composition never changes: the jar centred, held at the same height, the matter pressing in from all four edges. Only the light follows the colour of the glass — the gold of Women, the navy of Gentlemen, the glazed terracotta of Artémis, the khaki green of Sherwood. Repeated, it makes the collection read as a single campaign. Change the notes and the next launch is already art-directed.
The campaign — 01/04
One rule. Four scents.
Magnolia
Magnolia, rose, musk. The flowers close in from all four edges; the hand-laid gold thread is the only hard line left in the frame.
Saffron
Rum, saffron, labdanum. An amber, resinous bed with the navy of the glass as counterpoint. The masculine register carried by spice, not by darkness.
Hibiscus
Hibiscus, tea, red berries. The red of the flower against the glazed terracotta of the ceramic. A fruity floral — the stag is in the vessel, never in the scent.
Cedar
Rosemary, cedar wood, vetiver. The English forest of Sherwood: the aromatic herb first, the wood after, no horizon to place the scene.
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