007 Fragrances launched a new premium product to elevate the brand’s prestige, capturing James Bond’s essence in a sophisticated yet dangerous way. The bottle’s diagonal facet symbolised this duality, which we amplified across all channels. Shot by Mario Godlewski, the imagery balanced explosive energy with premium style which was achieved with Mario’s unique aesthetic contrasted with firing live ammunition directly through the fragrance bottles as well as fixing real explosives to the back of the bottles. The TVC, Unbreakable, showed the bottle exploding using a round of ammunition, then reforming, set to a remixed 007 OST by Jeff Pfeifer and directed by Greg Williams — a striking expression of “Dangerously Sophisticated.” Digitally, we proposed ‘How to’ films — from mixing a Martini to tying a bow tie — each with a Sophisticated and a Dangerous version. Viewers could switch between modes anytime, revealing Bond’s deadly or refined side in an interactive experience.
Director: Greg Williams. Photography: Mario Godlewski.
Key skills: Creative direction & overall vision / Original Concept / Art Direction / visualisation / copy writing / design
The Awesome Tests
The Richard Foster Session