Mecca explores the sensory experience of fragrance in this campaign, titled Scents. The project utilizes live-action technique and analogue / film aesthetics to frame the product within atmospheric coastal settings.
Directed by Justin Woo, the visuals move between intimate close-ups of the talent applying the product and expansive, dynamic shots of the shoreline. The production relies on natural light and the golden hour to anchor the imagery in a warm, organic color palette, emphasizing the relationship between human emotion and the environment.
Production was handled by Carmen Cicchinelli, with Jack Birtles serving as the photographer.
