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
NOW SERVING: JUICE
My first ever campaign shoot!
We launched Juice, our newest fragrance designed to make your mouth water. The campaign brought to life the nostalgia of a school lunchroom with trays, jello cups, and spilled juice, viewed through Commodity’s modern lens of simple luxury.
As a Junior Designer, I worked closely with the Head of Creative Advertising to concept the campaign, contribute to the shot list and storyboard, and support production and art direction on set. I also helped extend the campaign’s playful tone into traffic ads that maintained a cohesive and organic feel across paid platforms.
This project sparked my love for ideation and creative direction, performing exceptionally well with an ~8% CTR and ~87% LPV ratio.
Credits:
Head of Brand Creative: Gabriela Della Corna
Junior Designer: Alyssa Sierra
Makeup Stylist: Reza Tabassi
Prop Styling: Liz Mydlowski
Wardrobe Styling: Shayna Arnold
Models: Nandi Summers, Sean Anthony Bryant, and Lindsey Martin
