Art Direction, Stylist, Director, Producer,
Editor, Motion Designer, Graphic Designer
Year & Place
2023, Beckmans College of Design, STHLM
Together with Edward Ström, I developed a concept for a perfume brand called New Sport, which resulted in the creation of three conceptual ads that we wrote, directed, produced, and edited ourselves. Our films were exhibited at La Fabrique in Paris and A House in Stockholm during Design Week as part of the Works of Essence exhibit.
The modern day landscape of “sport” fragrances is defined by a homogenous aesthetic and scent experience. Bold graphics in black and blue, water splashes, and lightning bolts are paired with scents that are sharp, clean, and citrus-fresh, all marketed to a traditionally masculine audience.
The New Sport fragrance concept aims to reimagine this clichéd idea of “sport” within fragrance, for a new audience. A fragrance and a visual language that seeks to better represent the true essence of the world of sport, one that is filled with comradery, passion, and playfulness.
DOP: Eric Ivar Persson
Grade: The Line
Drums: Wilma Wall