Élu is a contemporary perfume house, creating scents with heart and integrity. Their family-owned fragrance house has been creating parfums since 1779 and continues to embody the savoir-faire passed down for generations. A life-long love affair with the French Riviera has inspired the brand’s thoughtful collection of fragrances.

The debut scent Provence encapsulates the feeling of whimsy and romance experienced among the fields of lavender in Grasse. A purple bouquet of lilac, violet and lavender greets you while honey acts as the provincial warm sunshine.

The pace was unhurried – attitudes laissez faire. Sweet mandarin and peach hung in the air.

Our primary challenge was to craft a brand that is both charismatic and conscious that would build the brand’s credibility and loyalty within the niche perfume market from the outset.

We shot the brand campaign in a Provençal mansion, in the centre of the medieval walled city of Avignon. The location drenched in nostalgia, providing the perfect background for a campaign inspired to unlock memories.

Our secondary challenge was to create a brand that has a strong presence in the increasingly popular market of niche perfumes and a brand that communicated the scent on a digital platform.