Working on a brand like Comme des Garcons is a great opportunity to push the envelope. Being an avant-garde fashion brand means there is much more scope to push the boundaries and create something really interesting.
84.Paris took up that challenge here and did an amazing job. Bringing a fragrance to life through advertising must be one of the most difficult tasks in the business. Until we get smell-o-vision or some kind of other contraption, we’ll always be stuck trying to represent what something smells or feels like with imagery.
Interactivity, web design and multimedia have made this even more interesting as brands are now able to push the envelope even further when it comes to advertising their fragrances. This site for the new fragrance by Commes des Garcons, Black Pepper is such a great example. It’s fully interactive, incorporating artful illustration, animation and sound design.
Check it out here.