For the Lacoste L12 12 perfume campaign, I collaborated with photographer Martien Mulder to create a striking concept centered around the idea of a game of gazes. The campaign's focus was on the powerful, unspoken connection between individuals, perfectly reflecting the essence of the fragrance.
The concept centers on the exchange of glances—moments of intrigue, tension, and playful energy that speak louder than words. Through intimate, dynamic portraits, we captured the essence of L12 12: a fragrance that encourages effortless communication and spontaneous, bold moments.
The imagery is sleek and minimal, highlighting the models' expressions and their subtle, yet intense, eye contact. This visual language complements the fragrance’s "Say Less, Play More" tagline, inviting viewers to embrace a more playful, authentic form of connection.
Art Direction - Campaign
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Photographer: Martien Mulder
Agency: H5
