THE PROBLEM

Launching a new fragrance in today’s competitive market is challenging, even for a well-established brand like Nina Ricci. The question is, how do you create a launch that’s impactful, unconventional, and memorable for the new Luna fragrance—the perfect complement to the iconic Nina?

THE IDEA

At MSNTR, we developed a unique “Made for Two” experience for the launch of the new Luna fragrance, building on our core pillars of Exclusivity, Experience, and Influence. The campaign emphasizes the special friendship between our two main characters, Nina and Luna, portrayed by real-life friends Jac Jagaciak and Frida Gustavsson.

To create a truly exclusive experience, we designed an interactive campaign that requires two smartphones to unlock its full content. By synchronizing their devices, users gain access to a range of exclusive materials, including a captivating trailer, behind-the-scenes footage, and interviews.

The trailer, directed by Gordon von Steiner, draws inspiration from magical universes akin to those in Tim Burton’s films, Coraline, or Harry Potter, bringing a whimsical and enchanting atmosphere to the campaign.

Additionally, to enhance the launch, we orchestrated real-life experiences in Paris. These were accessible only through hidden content, revealed when two phones are synchronized, making the entire experience both immersive and memorable.

My role:
Assisted the creative director in concept development and production processes, contributing to the overall vision of the campaign. Designed all digital assets for the campaign, including website, banners, social media content, and app interfaces. Edited and assembled the TV commercial, ensuring a polished final product. Edited the soundtrack for the TV ad, aligning audio elements with the campaign’s visual and emotional tone.