Byredo
Specializing in fragrance, skincare, and leather goods, Byredo is a European luxury house founded in Stockholm in 2006 by Ben Gorham, with the ambition to turn memory and emotion into objects. Each product holds a specific mood or memory, visible in the minimal design and the names. Global success and celebrity endorsement have not moved Byredo from that purpose: quality that evokes feeling.
Art and technology, made to hold the essence of a Byredo fragrance.
Michèle Victoria (MuseVision) worked with Byredo on the launch of the fragrance “Lil Fleur.” The partnership was meant to give the campaign a distinct point of contact, one that would draw interaction and make the product known.
To do that, we were asked to develop an augmented reality filter for Facebook and Instagram, a format that had become central to social advertising.
The filter was built from a series of commissioned illustrations, each standing for a different aspect and tone of “Lil Fleur.” Art and technology were meant to hold the essence of the perfume, and the range of feeling it evokes.
The center of the experience was a roulette-like animation. When a user opened the filter, it spun through moods, each tied to a facet of “Lil Fleur.” When it stopped, it showed that user’s “Lil Fleur mood,” and made the encounter personal.
The filter also recorded the interaction as film, so a user could post or share an individual “Lil Fleur mood.” That encouraged participation and produced content from the audience itself, widening the reach of the new fragrance.
Byredo
“I feel that perfume often tries to capture one idea or one emotion; Lil Fleur is about capturing a complex personality, one we can all recognize. As a brother to a sister and a father to a daughter, in my experience it does not get more beautiful and interesting than the personalities of a young spirit.”
Ben Gorham
Creative Director and Founder, Byredo
Photography by Craig McDean.