HUGO set out to inspire 20–30-year-olds who wear fragrance occasionally to make it a daily confidence-boosting ritual. Tapping into the insight that fragrance marks the moment you’re ready to take on the day, the campaign celebrated “The Fresh Potential of Every Day” — those life-changing days when you wake up and do things differently. Breaking from typical fragrance ads featuring a single celebrity, HUGO followed multiple relatable young people across TV, print, digital, and social, showing how the fragrance gave them the confidence to change their lives. The campaign launched with Zac Efron in year one, leading into year two’s focus on individual stories online.
CD: cathy hutton. Copy/Creative: rupert murphy. art direction: camille caie and me. Additional creative direction: alan aboud. photographer: rankin. director: anthony mandler.
key skills: creative concept, art direction & design