CLIENT: NATIVE

ART DIRECTOR: ALI SOOUDI

As a fan of lavender-scented armpits in my personal life, I was thrilled to get the invite to pitch for Native’s new holiday lineup. I was even more thrilled when circled in big, bold letters on the brief was the client’s main ask: “Make it different. Make it weird.”

We delivered. Drawing inspiration from the collection’s theme (naughty scents vs. nice scents), we imagined a holiday world devoid of the usual tired tinsel, reindeer and caroling angels and replete with a moral gray area that smelled irresistibly good.

Something about the innate human desire to innaprorpiately sniff an authority figure resonated, and we took home awards at Cannes, Clio, and The One Show, among others.