What inspired me to go into advertising were perfume ads. Their glamor and camp sensibility was awe inspiring as a child. Since, then I have always been drawn to fragrance advertising.
The challenge I gave myself was to reimagine a fragrance that brings to mind a middle-school locker room. I wanted to remove the hyper-sexuality and heterosexual narratives from Axe's advertising and position the fragrance as a mysterious and luxurious product.
I used Axe's current tagline Find Your Magic and translated it through a dark lens.