PheraLabSelling a men's perfume through the woman it's made for

The challenge

Her Moans is a men's perfume, but the campaign had to be fronted by a woman. That's sensual marketing, and it's a fine line: too little and nobody stops scrolling, too much and the brand looks cheap. Everything rested on the model, her hair and makeup, and the light.

How we cracked it

• Cast a top model who could hold the camera with just a look.
• Brought in a professional makeup artist, who also styled her hair on the day.
• Built the whole shoot around a wet-hair look: glossy, a little undone, hard to look away from.
• Kept the styling simple, a plain white top against a dark set, so skin, light and the bottle did the work.
• Shot slow, close and low-lit, then cut a reel with voiceover for ads.

The result

The wet-hair look became the face of Her Moans. It was sexy without being crude, and the shoot gave the brand really strong results across their ads and their feed.

The challenge

For the second launch we had to keep the same sensual pull without repeating ourselves. Her Loss needed a look of its own, and the brand wanted to show the science behind the scent as well as the feeling.

How we cracked it

• Split the shoot into two themes, so one day gave the brand two looks to post.
• The lab: a lab coat, glassware, a pipette and cool light. The perfume as something carefully made.
• The silhouette: hard backlight and shadow, so you feel the shape and the mood before you see the bottle.
• The same care on set as Her Moans: a female model, full makeup and styling, so both launches feel like one brand.
• Cinematic reels for each theme, plus stills for the website and the feed.

The result

Two distinct looks from a single shoot, both unmistakably PheraLab. Like Her Moans, it was a great shoot that brought great results.