A launch film built on one line: some things don’t need to announce themselves.
- Client
- Sunnamusk
- Type
- Commercial
- Length
- 0:35
The brand
A new unisex fragrance, launching into a category where every advert is loud.
Abid Ambre Elixir is a unisex fragrance from Sunnamusk. The launch film had to introduce the name, show the bottle and give people a feeling to attach to it, in about half a minute.
A film cannot show a scent working. All it can do is make you feel the way the scent is meant to make you feel.
The idea
The confidence that stays quiet, in a category that shouts.
The script came first: “Confidence isn’t something you perform. It’s something you carry.” It describes a person who walks into a room and does not need the room to notice.
Once that was the idea, the film had rules. Nothing fast, nothing bright and nobody smiling at the camera. If a shot was trying to impress, it came out.
Confidence isn’t something you perform. It’s something you carry.
The film
One room, one red square, two people and a great deal of stillness.
The set is a pale, empty room with a single deep red square on the wall. A man and a woman are filmed separately, because the scent is for both and the film is not a love story.
The camera holds. Hands rest on a chair, a figure turns, a face stays half in shadow. The bottle and the name wait until the last few seconds.
“Some things don’t need to announce themselves. This is one of them.”
