LOLA MullenLowe and production partner Czar BE collaborate on this fragrance campaign for Axe, titled 'Sweeter Than The Sweetest - Baby'. The film moves away from traditional product focus, instead leaning into intimate human vignettes across a series of domestic and social settings.
Employing a documentary style and warm, clean lighting, the narrative captures quiet moments of connection. The cinematography balances the quietude of a morning bathroom routine with the energy of a reunion in a play area, utilizing live-action technique to ground the film in a natural, everyday aesthetic.
