Creative Strategy
Art Direction
AI Prompting & Animation
Atlanta Student ADDY Award recipient, Silver, 2025
The Problem
The Replica fragrance line by Maison Margiela sparks recognition but lacks an emotional grip on creatives, reducing perceptions to surface-level associations rather than deeply valuable, personal experiences.
The Solution
The Art of Memory transforms scent into immersive art, crafting sensory installations that anchor Replica’s fragrances to place, emotion, and memory—making nostalgia not just recalled, but relived.
At the Bellagio Las Vegas, Dancing on the Moon captivates with celestial dance and light, leaving a lasting, dreamlike impression.
At the Guggenheim Museum, Jazz Club fills the air with music and scent, transforming the space into a glowing, nostalgic dreamscape.
A QR code on Sephora shelves unlocks an immersive AR experience, letting users capture a vivid beach memory in a bottle.
As Creative Strategist and Art Director, I conceptualized the Art of Memory
multi-channel campaign, imagining how Replica scents could be expressed in the physical world to forge deeper, lasting connections with creative minds.
Process Book