Jean Paul Gaultier — Le Male Elixir

Client: Jean Paul Gaultier
Year: 2023
Role: Content Creator, Digital Asset Producer
Brief: Celebrate the newest addition to the iconic Le Male fragrance family by participating in a campaign-style social shoot with key influencer partners, followed by a secondary content phase supplementing phase one content for holiday push.

A multi-phase editorial collaboration with the JPG creative team for the launch of LE MALE ELIXIR, executed across three posts featuring high-fashion imagery and a short-form cinematic “sequel” that I directed and produced independently for social.

Provided: On-Camera Talent, Creative Direction, Video

High-fashion phase one campaign assets, created in collaboration with JPG team.

Approach:
Phase 1 - Leverage the high-quality campaign assets we captured on set, as well as personal behind-the-scenes content, to support fragrance launch and stir excitement around JPG brand.

Phase 2 - Write and produce a short film “sequel” to the nautical story we told on set, incorporating phase one assets to connect touchpoints and continue the adventure—this time, from my point of view.

Aim: Blend the emotional power of scent with evocative storytelling through top-tier editorial imagery and romanticized film treatment in order to highlight elevated visual craft, story continuity, and creative interpretation of a brief. I took the chance to embrace my love for movies, and I love the result.

“Song of the Sailor,” a micro-short film independently written and produced for phase two