Byredo Mojave Ghost

For Byredo’s Mojave Ghost, the challenge was to express an iconic fragrance without falling into the clichés of traditional perfume advertising. Rather than describing the scent, the intention was to translate how it feels. The strategy was to create a visual piece designed to capture attention and stand apart in digital and social environments, while staying true to Byredo’s minimalist and cultural positioning. Inspired by the paradox of a delicate flower surviving in the harsh Mojave desert, the film explores tension between fragility and rawness, femininity and mineral hardness. The bottle appears in a restrained yet tactile world shaped by sculpted light, grain, subtle glitches and material textures. Phantom-like silhouettes and mirage-like presences emerge and dissolve, suggesting a fragrance that is sensed more than seen. A custom sound design and original music score extend this duality, balancing softness and brutality. Conceived as a contemporary and slightly experimental campaign film, the project was crafted to feel less like a fragrance ad and more like a sensory visual object that holds the gaze. As Creative Director, I led the project end-to-end, from concept and AI-assisted visual exploration to CGI, editing, sound design and music, ensuring a cohesive sensory language throughout.