Signature Scent with Jo Malone London

🍋 When thinking about this project, the goal was to give a fresh touch to the video that would match the scent of the fragrance. The idea was to create a very simple but effective video that would focus on the product and on the fact that it was part of daily life. For this reason, this was not filmed in a studio or something that would make it look too much like a commercial, and flowers and good lighting, as well as a specific palette, were the main elements: they wouldn't distract from the focus and they would serve the specific purpose of enhancing its characteristics.

The backstage:

Lots of trials from different angles and with different backgrounds and clothes were tested before deciding on something simple that would match the other elements present in the setting.

The setting:

☀️ Natural light was key in order to give that dreamy effect that would also be good when reflecting on the glass of the perfume bottle and on the vase. 💐 Flowers are always brightening up the mood and are soothing to the mind and eyes.

The editing process:

Software: Final cut pro X

Despite the video being less than 40 seconds, there was more than 30 minutes of shooting to go thorugh and carefully select what was more aligned with the concept and what was not. 🎨 Color correction was used to warm up the tones and add more contrast to make the perfume stand out. However, everything was kept natural as the goal was not to make something that would look like a commercial. ✍️ Font choice was made leaving the "Jo Malone London" font on the box as part of the title, and using a serif font for the rest, playing with the spacing. 🎵 Music was kept simple, not distracting but still something pleasing to listen to.

The final message:

35 seconds is not that much and yet it's more than enough time to deliver a message: the goal is not only selling a product but conveying an emotion. If people are left with something, with a feeling, after watching a video, they're more likely to become clients. If the conversion is not immediate just because they don't click purchase, it's not a big deal because when emotions are involved, you're building a community that trusts you.

📹 See the final project here