JO MALONE LONDON
UNIQUELY ME, MYSELF & I
Jo Malone London wanted to capture a Gen Z female audience – one that approaches fragrance differently from any generation before. For them, scent isn’t singular. It’s a form of self-expression: mixed, matched and layered to reflect their mood, style, and attitude they're in. We wanted to celebrate this spirit of individuality and champion the art of creating a scent that’s uniquely me, myself and I.
Through our close industry connections we brought in India Amarteifio to star as our leading talent - a perfect match for our gen Z audience. Shot by the amazing female director Quentin Jones, using her distinctive collage style visuals, we created a 30-second anthemic film with supporting cutdowns and stills. The campaign showcased the ingredients behind Jo Malone London’s iconic scents and how they can be mixed and matched to express the many characters that make us unique.
