Review of Narciso Rodriguez Musc Noir Fragrance Spring 2021 Ad Campaign by Creative Director Doug Lloyd of agency Lloyd&Co and Photographers Inez & Vinoodh with model Lola Nicon
How can a smell be conveyed through image and sound? Are there other ways to capture that indescribable feeling inspired by a scent? These are the essential questions that linger over fragrance campaigns, and we’ve seen many different approaches to the problem. When they succeed, they are magical, but the failures look utterly silly.
A new fragrance campaign from Narciso Rodriguez is a stunning success thanks to the excellent focus of its creative team. Seasoned creative director Doug Lloyd leads the campaign, which celebrates the label’s new Musc Noir fragrance.
The imagery draws its strength by stripping down to the bare essentials of character, mood, and color. The smartly cast Lola Nicon embodies the mysterious sensuality and feminist confidence that the fragrance seeks to capture.
The film situates Nicon in the setting of an abstractly minimalist interior or the waves of a seashore. These spaces evoke a sublime sense of freedom and introspection. Inez and Vinoodh capture her in black-and-white or pink monochrome, smartly referencing the product’s appearance and drawing its character out into the world. They also make subtle use of camera tricks like quick cuts, lens flare, and kaleidoscopic lens effects, which create a sense of the ephemeral or nostalgic – an artful way to capture the evocative power of perfume. Though the Pixies’ “Where Is My Mind?” is one of the most overused song in soundtracks, the dreamy and elegant piano version used here is the perfect choice to augment the mood.
By combining a sharp focus on what is essential with an exquisite sensitivity to the connection between visual language and mood, the campaign feels just like an encounter with a well-chosen signature fragrance: intoxicating, revelatory, and gone too soon.
Agency | Lloyd&Co Creative Director | Doug Lloyd Photographers | Inez van Lamsweerde & Vinoodh Matadin Model | Lola Nicon Music | ‘Where is My Mind’ (Novo Piano Live) by Maxence Cyrin
WHERE FASHION GETS CREATIVE
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