Mech

Mech is a fictional perfume studio in Brno with three scents: Kapradí, Kůra and Šero. For its launch I made four story ads: a short film for each scent, showing it as a place you can almost step into, and a still for the set of three, the one first step every ad leads to.

1. 01

   What I made

   Three 8-second films and a still for stories, feed versions of the Kapradí and Šero films, and the copy, bottle labels and type.

2. 02

   For whom

   People who choose a scent by its story and would rather try it before buying a full bottle.

3. 03

   The question I set myself

   Can a few seconds of film sell a smell nobody can try through a screen?

1. 01

   A place, not a list of notes

   Each headline names where the scent takes you: the shade under the ferns, old oaks after rain, warm stone at dusk. The line below names three things you would smell there.

2. 02

   Only the place moves

   The bottle stays still while the place around it moves: fern shadows, mist, a passing beam of sun. The label is set into the film itself, so it reads as printed.

3. 03

   One first step everywhere

   Every film ends on the set of three, the smallest thing to say yes to, and the set's own ad is a calm still: “Close your eyes. Choose a place.”

4. 04

   Made for the phone

   The words stay clear of Instagram's own bars and appear one by one, so they can be read without sound, and each film flows back into its first frame.

The films come from the bottles' own world: deep moss, a dewy oak branch, sun-warmed stone and a velvet box. Classical capitals for the place and the name, a quiet geometric sans for the facts, and one italic for the scent on each label. Cream words on the dark films, ink on the light ones, and no band or box behind them: only a soft shade where the picture is busy.