Created during a 5-day creative sprint by Eixo, the challenge was to reposition Francis in a more contemporary space without losing what always defined the brand: fragrance.
My role was to translate strategy into atmosphere through art direction, building a visual universe that speaks not only about scent, but about presence, memory and identity.
Because fragrance is never just about smell. It is about trace. About what lingers after you leave. About being remembered before saying a word.
Francis didn’t need to look new. It needed to feel unforgettable.
We positioned Francis beyond the soap category, closer to fine perfumery, where everyday gestures become rituals and routine gains intensity. The visual language balances softness with confidence. Emotional, yet assertive. Feminine without asking permission. Sophisticated without distance.
Francis becomes the magic of fine fragrance in everyday life.
Role: Senior Art Director ✦ Year: 2025 ✦ Agency: Eixo