ERIN XI
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About
Project Element Perfume
Project Element is a perfume brand exploring ritual and play. For the launch of three new products at Design Shenzhen, I led the campaign rebranding and visual direction, translating scent notes into a sensory visual language through texture, movement, and the performance of the human body.
( ROLE ) Brand Strategy, Art direction, Production
( FORMAT ) Showcase at Design Shenzhen
( SCALE ) 42,000 + visitors
( YEAR ) 2024
( ROLE ) Brand Strategy, Art direction, Production
( FORMAT ) Showcase at Design Shenzhen
( SCALE ) 42,000 + visitors
( YEAR ) 2024
( THEME ) Chateau Evening
( PRODUCT ) Body cream
( SCENTS ) Coconut Milk, Fig Leaf, Cedarwood
I developed the visual communication for the brand’s body care release, translating the creamy coconut milk scent into a tactile visual language. The campaign highlights liquid texture on the body to convey softness and warmth, balanced by the green freshness of fig leaf and the depth of cedarwood.
( THEME ) Agave Alley
( PRODUCT ) Perfume
( SCENTS ) Black Oolong, Agave Nectar, Sandal Dusk
Visuals focus on the fluid texture of agave and the depth of black oolong. Liquid movement and reflections highlight the contrast between syrupy sweetness and dark tea notes, translating the scent into a flowing visual language.
( THEME ) Coven Cat
( PRODUCT ) Perfume, hand cream
( SCENTS ) Iris, White Tea, Pine Needles, Sandalwood
The first campaign takes a fashion-forward approach. I directed and shot the visuals to express the scent’s quiet, dreamlike mood through softness and fluid motion, evoking the subtle presence of a cat moving through the night.
The second focuses on product photography. Dry flowers and iris highlight the floral notes, while soft smoke is used to suggest the warmth of sandalwood.