Hawthorne
Directed, photographed, and edited the Surround Scent campaign for Hawthorne.
Inspired by the bold aesthetics of 5 Gum and anime, we delivered a full suite of films and photography in collaboration with Excetera.
Directed, photographed, and edited the Surround Scent campaign for Hawthorne.
Inspired by the bold aesthetics of 5 Gum and anime, we delivered a full suite of films and photography in collaboration with Excetera.
The Concept
Surround Scent isn’t just fragrance—it’s an experience. The idea was to break away from traditional scent marketing and immerse the audience in a hyper-stylized world. Drawing from anime visuals and the energetic punch of youth brands like 5 Gum, we crafted a sensory narrative that visualizes scent as a living, breathing force.
The Execution
Through a blend of comedy and edgy visuals, vivid color palettes and dynamic camera work, the campaign places viewers inside the fragrance universe. Sharp edits and anime-inspired transitions amplify the surreal atmosphere, while macro photography captures the richness and texture of the product itself. Every frame was built to feel as bold and layered as the scents.
The Payoff
The result is a visually arresting campaign that reinvents how fragrance can be presented. We turned abstract aromas into a tangible, shareable world that invites viewers to step inside the Surround Scent experience.
