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
