PARTLY SUNNY, MOSTLY ICE(D)
Ice(d), Ice(d), Baby!
Commodity launched Ice(d), an unexpected winter fragrance that challenged the season’s usual warmth. Instead of leaning cozy, Ice(d) defined a new category with a chilled scent built around frozen mango, crisp spearmint, and eucalyptus.
The Challenge
This project marked my first full 360 campaign, expanding my role beyond advertising. The challenge was to tease and introduce Ice(d) while translating its cold, refreshing sensory experience into a compelling visual story without relying on familiar clichés. We needed to build intrigue and clarity across all launch touchpoints.
Inspired by the perfumer’s description of “a sudden snowstorm on a tropical island,” we explored contrast through sunlit, beach-like moments disrupted by snow and mountain cold. The idea carried across additional touchpoints, with PR kits and teaser videos leaning into a “weather report” approach to amplify the launch story.
The Work
I partnered with the Head of Brand Creative as the lead designer, overseeing the full campaign ecosystem across site, email and SMS, paid ads, social, PR kits, and Sephora retail support. I helped shape the shoot concept and led the development of the moodboard, storyboard, shot list, and talent approach, translating a single creative vision into cohesive, scalable assets across every launch channel.
The Result
The campaign received positive feedback from internal teams, influencers, and customers, validating the visual direction and storytelling across channels.
View the full campaign in the PDF. Campaign visuals and art direction shown to the right.
Credits:
Head of Brand Creative: Gabriela Della Corna
Designer/Production Assistant: Alyssa Sierra
Videographer: Joaquin Cavazos
Lighting Tech: Conor James
Makeup Stylist: Marta Mariotii
Prop Stylist: Liz Mydlowsk
Wardrobe Stylist: Blair Cannon
Models: Nandi Summers
MILK+ BOLD IS ON FIRE!
Following the rise of lactonic scents in 2024, Commodity highlighted Milk+ Bold, a warmer, louder evolution of its bestseller Milk Expressive, aiming to stand out in a crowded gourmand category. The campaign built an editorial world of burning newspapers, copper tones, and oversized print ephemera, framing the fragrance as a cultural headline across press, social, and paid platforms. As Lead Designer, I co-led the campaign with the Art Director and Head of Brand Creative, shaping the visual direction, storyboards, and compositions while supporting paid asset art direction and coordinating with stylists and vendors. The campaign reached a ~9% CTR (benchmark ~2%), ranking among the highest-performing promos.
Credits:
Head of Brand Creative: Gabriela Della Corna
Art Direction: Winnie Lu
Design & Production: Alyssa Sierra
Videography: Shirley Chan
Lighting Tech: Conor James
Prop Styling: Liz Mydlowski
Wardrobe Styling: Shayna Arnold
Makeup: Sophia Serratore
Model: Zach Bousatta
HANDS ON COMMODITY
Commodity’s Hands On Commodity campaign reimagined fragrance education as a premium brand experience, presenting the concept of Scent Space in a way that felt both educational and luxurious. The challenge was to communicate projection (Personal, Expressive, Bold) as a design choice that shapes how a fragrance is experienced, while sparking curiosity and encouraging exploration across the brand.
Our solution was to frame education through a luxury textbook lens, pairing clean layouts, annotated visuals, and structured storytelling with innovative scanner-based imagery that gave the campaign a tactile, experimental feel. As Lead Designer, I helped concept, ideate, and establish the visual design. The campaign proved that education can feel luxurious, driving results that exceeded expectations with IGAs holding above 100% and peaking at 500%.
Credits:
Head of Brand Creative: Gabriela Della Corna
Visual Design: Alyssa Sierra
COMMODITY'S BRAND VIDEO
Commodity is a modern American perfumery built on an elemental approach and the belief that simplicity is the new luxury. To support Sephora's product pages and staff training, the brand needed a video that could clearly explain its perspective on fragrance. The result was a design-forward piece that introduced Scent Space, Commodity's signature concept, through a mix of animation, behind-the-scenes footage, and film. The video was created to be clear and educational while still feeling dynamic and engaging, making it effective across both consumer-facing and internal platforms.
As Lead Designer, I helped storyboard the video from concept to execution, shaping how Scent Space was communicated through movement and composition. I worked closely with an outside vendor to turn complex fragrance ideas into clear, visual storytelling and assisted with motion graphics throughout production.
Credits:
Head of Brand Creative: Gabriela Della Corna
Visual Design/Animation: Alyssa Sierra
Animation: Chris Gomez
DO YOU SMELL THAT?
Commodity’s “Do You Smell That?” campaign introduced the brand’s first flagship store in New York City while reinforcing its digital presence. The goal was to make Commodity feel everywhere at once by building awareness, driving people to the flagship, and capturing online sales for those outside NYC. As Lead Designer, I helped shape the campaign’s visual identity, developing the branding and design system that extended across paid social, packaging, and digital touchpoints. From concept development and storyboarding to ad design and rollout, the campaign delivered on both creativity and performance, achieving a $2.40 CPM for awareness, a 6% CTR for traffic, and a 97% ROAS at conversion.
Credits:
Head of Brand Creative: Gabriela Della Corna
Visual Design: Alyssa Sierra
