Rofiah Kareem
Content Writer, Creative Writer & Graphics Designer
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ÉLANE
Leave Something Behind.
A fragrance campaign built around one simple idea:
People might forget what you wore. They remember how you smelled.
The goal was to make fragrance feel less like a product and more like a personality, a memory, and a little bit of an obsession.
THE CAMPAIGN
01 — THE WALK-BY
Visual:
Someone walking past in a clean, minimal setting. The perfume bottle is barely visible in the frame.
On-screen copy:
She left 10 seconds ago.
You can still smell her.
Caption:
And suddenly you're wondering who she was.
That's the thing about a really good scent.
ÉLANE. Leave something behind.
02 — THE TEXT MESSAGE
Visual:
A realistic iMessage/WhatsApp-style conversation.
On-screen copy:
“girl what perfume did you wear yesterday?”
“why 😭”
“because I've been thinking about it since.”
Caption:
No explanation needed.
Some perfumes get compliments.
Some perfumes become a conversation.
ÉLANE.
03 — THE EX
Visual:
A perfume bottle on a bedside table. Dark, late-night feel.
On-screen copy:
He forgot the date.
He didn't forget the perfume.
Caption:
Some memories are annoying like that.
One random smell and suddenly you're back there. 😭
Make yours worth remembering.
04 — PICK YOUR PROBLEM
Visual:
Two ÉLANE fragrances side by side.
On-screen copy:
A. “You smell so good.”
B. “WHAT are you wearing?”
Caption:
Be honest.
You don't want compliments.
You want questions.
A or B?
05 — GET READY WITH ME
Format: Reel
Concept:
Quick cuts:
Outfit ✓
Hair ✓
Jewellery ✓
Lip gloss ✓
Perfume...
Pause.
Spray.
On-screen text:
Now we're talking.
Caption:
The outfit was cute.
The perfume made it make sense.
06 — THE FRIEND TEST
Format: Reel
Concept:
Two friends are getting ready.
One sprays ÉLANE.
The other immediately turns around:
“Waitttt. Come back.”
She walks closer.
“What did you just spray?”
Cut to the bottle.
Caption:
If your friend doesn't ask what you're wearing, spray again.
I'm joking.
...mostly. 😭
07 — THE LAST WORD
Visual:
Minimal product shot. Lots of empty space. The bottle is the focus.
On-screen copy:
Some people leave a room.
Their scent stays.
ÉLANE
Leave something behind.
Caption:
For the moments you want remembered.
CONTENT APPROACH
The campaign uses short-form, conversation-driven content instead of relying on traditional product advertising.
The ideas are built around things people already experience:
compliments. curiosity. attraction. memories. getting ready.
The product stays at the centre, but the story comes first.
Content formats
Short-form Reels
Static posts
Conversation-style content
Product photography
Interactive posts
Main goals
Brand awareness — make ÉLANE memorable.
Engagement — create posts people actually want to comment on or send to a friend.
Product interest — make the audience curious enough to want to try the fragrance.
Brand personality — give ÉLANE a voice that feels confident, playful and current.
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A little branding and social media concept I created for a fictional perfume brand, Lumière. I wanted it to feel simple, elegant and timeless.
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Chapter One
Amara had rehearsed seeing Daniel again.
Not intentionally.
Her mind had simply betrayed her over the years.
Sometimes she imagined running into him at an airport, both of them older and pretending not to be surprised. Sometimes he was standing in a supermarket aisle, reaching for the same ridiculous cereal she used to buy. Once, in the middle of a sleepless night, she imagined him at her wedding.
That version had hurt enough to make her sit upright in bed.
But she had never imagined this.
Daniel's name glowing across her phone at 11:47 p.m.
Can we meet?
No hello.
No explanation.
After four years, that was all he had to say.
She had stared at the message until her screen went dark.
Then she had turned it back on.
Read it again.
And made the mistake of replying.
Now she stood outside Bellamy's, one hand wrapped around the strap of her bag, wondering if it was still possible to turn around without looking like a coward.
Probably not.
She had already seen him through the glass.
Daniel sat near the window.
Of course he did.
He had always liked that table.
The one that gave him a clear view of the entire restaurant.
Amara hated that she remembered things like that.
Four years, and her brain had apparently decided Daniel deserved permanent storage.
She pushed open the door.
The bell above it chimed.
Daniel looked up.
Everything inside her stopped.
He had changed.
That was the first thing she noticed.
His hair was shorter. His face was sharper. There was something heavier about him now, something quieter.
He looked like a man who had learned how to keep his feelings buried.
But his eyes were exactly the same.
And that was cruel.
Because Amara remembered those eyes laughing into hers.
She remembered waking up beside them.
She remembered watching them fill with tears the night she left.
Her stomach twisted.
Daniel didn't smile.
"Amara."
Her name in his voice almost undid her.
She forced herself to move.
"Daniel."
She sat across from him.
For several seconds, neither of them spoke.
The silence was unbearable.
Once, silence with Daniel had been easy.
They used to sit on the floor of his apartment eating food straight from the takeaway boxes, her legs across his lap while some terrible movie played in the background.
She could be silent with him for hours.
Now she couldn't even breathe properly.
"You look different," he said.
Amara blinked.
"That's usually what happens when people don't see each other for four years."
Something moved in his expression.
Not quite a smile.
"You always did have an answer for everything."
"No. Just for you."
That did it.
The smallest smile appeared on his face.
And Amara hated herself for noticing how much she had missed it.
The waiter approached.
She ordered water.
Daniel ordered whiskey.
Amara looked at him.
"You drink now?"
He met her eyes.
"You left four years ago."
The words were quiet.
They hit harder than shouting.
Amara looked down at her hands.
"I didn't leave because I wanted to."
Daniel laughed once.
A short, humourless sound.
"That's interesting."
She looked back up.
"What is?"
"Because you never told me that."
Her throat tightened.
"Daniel—"
"No."
The word wasn't loud.
It didn't need to be.
He leaned back in his chair.
"You don't get to sit there and rewrite what happened."
"I'm not rewriting anything."
"You disappeared."
"I know."
"You changed your number."
"I know."
"You blocked me everywhere."
"I know."
His jaw tightened.
"And for four years, I had no idea if you were alive."
That one stole the air from her lungs.
Amara's lips parted.
But nothing came out.
The truth was sitting at the back of her throat.
It had been there for four years.
Heavy.
Rotten.
Impossible to swallow.
Impossible to say.
"I had a reason," she whispered.
Daniel stared at her.
"You always had a reason."
She flinched.
He noticed.
Of course he did.
For a second, something in his face softened.
Then it disappeared.
"I'm not doing this again," he said.
"Doing what?"
"Waiting for you to decide whether I'm allowed to know the truth."
The waiter returned with their drinks.
Neither of them touched them.
Amara stared at the condensation sliding down her glass.
"I thought you asked me here because you wanted to talk."
"I did."
"Then talk."
Daniel held her gaze.
And Amara realized she had just made a mistake.
Because whatever he was about to say wasn't going to be easy.
He reached into the inside pocket of his jacket and placed something on the table.
A photograph.
Amara's breath caught.
She knew it immediately.
The beach.
Their first trip together.
She was laughing at something outside the frame, her hair everywhere, Daniel behind her with his arms around her waist.
He had kissed her neck seconds after the photograph was taken.
She remembered because she had spent the rest of the day trying not to smile.
Her chest hurt.
"You kept this?" she asked.
Daniel looked down at the photograph.
"I tried to throw it away."
The honesty in his voice surprised her.
"But?"
His fingers tapped once against the table.
"But apparently I'm not as good at letting go as you are."
Amara looked away.
That was unfair.
She hadn't let go.
Not really.
She had simply gotten better at pretending.
Daniel picked up the photograph.
Then, without looking at her, he said, "Why did you leave?"
Her entire body went still.
There it was.
The question.
The one she had spent four years avoiding.
She had imagined answering it.
A thousand different versions.
But now that he was sitting in front of her, waiting—
She couldn't do it.
Not yet.
"Daniel..."
He closed his eyes briefly.
And something inside her broke.
"I knew it," he said quietly.
"Please."
"No."
His eyes opened.
And this time, there was no anger in them.
That was worse.
There was disappointment.
"I don't need you to explain."
Amara frowned. "You just asked."
"I needed to know if you could."
The words landed between them.
"And?"
Daniel looked at her for a long moment.
Then he reached for his glass.
"And now I know."
Amara swallowed.
"That's not fair."
He took a sip.
"Fair?"
She immediately regretted the word.
Daniel put the glass down.
"Four years ago, you left me with a note that said you were sorry."
Her face burned.
"You remember what it said?"
"Every word."
"Daniel—"
"I read it so many times I could probably recite it."
She couldn't look at him.
"You don't get to talk to me about fair."
Silence.
Heavy.
Painful.
Amara stared at the photograph.
Then Daniel moved it away from her.
"Why did you ask me to come?" she whispered.
He didn't answer immediately.
When he finally spoke, his voice was different.
Careful.
Controlled.
"Because I need you."
Her head snapped up.
Daniel's expression didn't change.
Her heart, unfortunately, did.
"Excuse me?"
"For work."
Of course.
Amara hated herself.
"What kind of work?"
"My company is acquiring a publishing house."
She stared at him.
"And?"
"And they have a project I want handled properly."
"What does that have to do with me?"
Daniel leaned back.
"You're a writer."
Her fingers tightened around her glass.
"You knew?"
"I've known for three years."
Her stomach dropped.
"What?"
"You published two books under a different name."
Amara felt suddenly exposed.
"You read them?"
"Both."
She didn't know what to say.
Daniel's eyes stayed on hers.
"You were good."
The compliment should have made her happy.
Instead, it hurt.
Because Daniel had always been the first person to read her writing.
Back when they were together, he used to sit beside her on the bed while she read unfinished chapters aloud.
He had once told her she would publish a book before she turned thirty.
She had believed him.
"I don't understand," she said.
"I want you to write for the project."
Amara stared at him.
"Ghostwrite?"
"Yes."
She almost laughed.
She hadn't seen him for four years.
And now he wanted her to work for him.
"No."
Daniel raised an eyebrow.
"You haven't heard the offer."
"I don't care about the offer."
"You might."
"I won't."
"You're still impulsive."
"And you're still controlling."
His jaw tightened.
"Fine."
Amara pushed her chair back.
"Fine."
She stood.
Daniel didn't.
"You're leaving?"
"Yes."
"Just like that?"
She froze.
He knew exactly what he was doing.
Slowly, Amara turned back to him.
Daniel looked up at her.
The expression on his face was calm.
But his eyes weren't.
"Don't," she whispered.
"Don't what?"
"Make this about what happened."
His voice dropped.
"You made this about what happened the moment you walked through that door."
Her chest tightened.
For several seconds, they simply stared at each other.
Amara wanted to leave.
She wanted to stay.
She wanted to ask him why he had really called her.
Because suddenly, she wasn't sure it was about the job anymore.
"You said you need me," she said quietly.
Daniel's expression changed.
Only slightly.
But she saw it.
"I need a writer."
"That's not what you said."
He stood.
Now they were standing across from each other.
Close enough for her to remember exactly how dangerous that had always been.
Daniel's voice was almost a whisper.
"Don't do that."
"Do what?"
"Look for things I didn't say."
Amara's heart beat harder.
"Maybe I wouldn't have to if you ever said what you meant."
For the first time that night, Daniel looked genuinely affected.
His eyes dropped briefly to her lips.
Amara stopped breathing.
Then he stepped back.
And just like that, the moment was gone.
"Think about the offer," he said.
She stared at him.
"No."
"Think about it anyway."
"Still controlling."
"Still stubborn."
Amara grabbed her bag.
"Goodnight, Daniel."
She turned toward the door.
"Amara."
Her hand tightened around the strap.
She didn't turn around.
Behind her, his voice was quieter.
"Don't disappear again."
The words stopped her.
For one terrible second, she almost turned around.
Almost told him everything.
But fear was a habit.
And habits were difficult to break.
So Amara walked out.
The bell above the door chimed behind her.
She kept walking.
She didn't look back.
Not even when her phone vibrated.
Not until she reached the end of the street.
Then she stopped.
Looked down.
One message.
From Daniel.
You still owe me the truth.
Amara stared at the screen.
Her hands began to shake.
Because four years ago, Daniel had been the only person she trusted with her secrets.
And he still didn't know that she had left him to protect him from the one person he had spent his entire life believing would never hurt him.
His father.
And the truth was—
Daniel's father was the reason she had left.
And if Daniel ever found out why, she might lose him for good.
Again.
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Lune Atelier — Clothing That Moves With You
Style That Feels Like You
Finding clothes that look good and feel comfortable shouldn’t be complicated.
Lune Atelier creates modern, effortless pieces for women who want to look put together without trying too hard.
Whether you’re heading out for brunch, a workday, or a special evening, our collections are designed to fit into your lifestyle.
Made For Your Everyday Moments
Our pieces are thoughtfully designed with flattering silhouettes, quality fabrics, and timeless styles you’ll want to wear again and again.
Why Lune Atelier?
Easy to Style
Pieces that work together, making it simple to create outfits you love.
Comfortable All Day
Designed to look elegant while keeping you comfortable.
Timeless, Not Trendy
Styles that stay in your wardrobe beyond one season.
Find Your Next Favorite Look
Explore the collection and discover pieces that match your style, your confidence, and your everyday life.
Shop the latest collection.
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