Overview
This project was originally developed as a social advertising piece for an Elie Saab fragrance. My approach was to elevate the format by building a stronger emotional and visual tension around the product.
The goal was to maintain the clarity of an advertising message while introducing a cinematic atmosphere.
Concept
At the center of the film is a subtle dynamic of attraction.
She emanates light, not as a decorative element, but as presence. The light becomes a visual extension of the fragrance itself.
He is drawn toward that light. There is proximity and tension, but they never fully meet. That suspended distance became the emotional core of the piece.
The fragrance is not presented through direct product emphasis, but through the invisible space it creates between two people.
The light flares and luminous bursts are treated as narrative elements rather than visual embellishments.
Creative Approach
Even though the project was designed for social platforms, I chose to treat it with a more cinematic sensibility.
Framing preserves elegance and distance.
Editing allows the light to interrupt moments naturally.
The intention was to respect the luxury identity of Elie Saab while subtly expanding the expressive dimension of the format.
Role
Direction
Concept Development
Production
Visual Supervision