MILK+ BOLD
Following the surge of lactonic scents in 2024, Commodity spotlighted Milk+ Bold, a warmer and louder evolution of its cult-favorite Milk Expressive, with a full-funnel campaign that framed the fragrance as a cultural headline.
The challenge was to stand out in a booming gourmand category (+172% YoY, with milk searches up +113% and 17.6M weekly Tik Tok views) while reaffirming Commodity as the pioneer of the trend.
Our solution was to build an editorial, tactile world of burning newspapers, copper tones, and oversized print ephemera, then carry that look across press features and Gen Z native social formats. From storyboarding and prop builds to on-set production and BTS, every detail worked to position the fragrance as a newsprint headline. The campaign ran across press, social, and paid ads on Facebook/Instagram, YouTube, Snapchat, Google, and Pinterest (examples on the right).
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
