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
