Commodity Fragrances
Editions Drop, Tonka LaunchLed art direction and execution for the Commodity Editions collection drop, a multi-platform campaign, which featured the re-launch of highly anticipated Tonka. Conceptualized visual direction, art directed and photographed assets, managed production, assigned work across the design team, ensured consistency and quality, collaborated with marketing.
The Imagery
The Concept
The art direction for the Tonka launch was inspired by the Editions collection’s concept of reviving archived fragrances and reintroducing them through a contemporary lens. Building on the visual language established across previous Editions campaigns, I developed a direction that maintained a sense of familiarity for the customer while pushing the imagery into a fresh, more editorial space. The goal was to balance the nostalgia of the archived fragrance with a modern visual approach that felt distinct to the Tonka launch.
Teaser Imagery of ingredients
Editions Collection Imagery
Rain is the bestseller in the Editions collection, so we wanted to create new imagery that captured the essence of the fragrance while giving the existing visual language a fresh perspective. I wanted to play off the name “Rain,” but move away from the typical, moody interpretation of a rainy day. Instead, we focused on the fragrance’s bright, clean, and fresh qualities, creating imagery that felt more like the lightness and energy of spring after a rainfall.
Additional Campaign Assets
Reveal video
Hero Reveal Image
Hero Product Lifestyle Imagery
Instagram feed
E-Commerce Assets
Pre-Drop:
Ingredient image
In addition to the Editions collection-centric imagery, we wanted to create a simple, ingredient-focused image that brought Tonka to life visually—capturing the warmth and richness of the ingredient while referencing the tonka bean in a more abstract, unexpected way.
Paid Press Ads
During Drop:
